Decision Analysis of Advertising and Price for Bilateral Competing Supply Chain

被引：2
|
作者：
Zhang, Cheng-Tang [1 ,2 ]
Yang, Shan-Lin [2 ]
机构：
[1] Anhui Agr Univ, Inst Sci, Hefei 230036, Peoples R China
[2] Hefei Univ Technol, Sch Management, Hefei 230009, Peoples R China
来源：
MATHEMATICAL PROBLEMS IN ENGINEERING | 2013年 / 2013卷
基金：
中国国家自然科学基金;
关键词：
RETURNS POLICIES; MANUFACTURER;
D O I：
10.1155/2013/395210
中图分类号：
T [工业技术];
学科分类号：
08 ;
摘要：
The outcome of centralized equilibrium, prisoner's dilemma equilibrium, and decentralized equilibrium under different decision models has been provided with regards to bilateral competing supply chain system, either side of which is composed of one manufacturer and one retailer. Theoretical analysis indicates a positive correlation between price and one's own advertising investment level and a negative correlation between price and the opponent's advertising investment level. Through analysis of numerical examples, the results reveal a first mover advantage that leads to prisoner's dilemma in the system as well as the impact that price and advertising competition intensity has on the supply chain's choice of decision model.
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收藏
页数：7
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