Coordination of Advertising in a Two-level Supply Chain after the Ripple Effect Occurs

被引：0
|
作者：
Chen, Wenlin [1 ]
Chen, Hong [1 ]
Zhao, Qian [1 ]
机构：
[1] Univ Elect Sci & Technol China, Chengdu 610054, Peoples R China
来源：
ICPOM2008: PROCEEDINGS OF 2008 INTERNATIONAL CONFERENCE OF PRODUCTION AND OPERATION MANAGEMENT, VOLUMES 1-3 | 2008年
关键词：
advertising investment; game theory; ripple effect;
D O I：
暂无
中图分类号：
C93 [管理学]; O22 [运筹学];
学科分类号：
070105 ; 12 ; 1201 ; 1202 ; 120202 ;
摘要：
In a literature of advertising in supply chain, the focus of research is mainly on the game between the manufacturer and the retailer when the investment of advertising is fixed. Little attention is paid to the fact that when the advertising fees is changed it will lead to the ripple effect which will trigger an extra cost. In this paper we will observe the ripple effect and discuss how to share the extra cost to coordinate the supply chain.
引用
收藏
页码：960 / 963
页数：4
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