纺织学报 ›› 2013, Vol. 34 ›› Issue (3): 137-142.

• 管理与信息化 • 上一篇    下一篇

双重渠道下服装供应链合作广告研究

韩曙光1,杨旭东2,胡觉亮1,徐意1   

    1. 浙江理工大学理学院
    2. 浙江理工大学服装学院
  • 收稿日期:2012-03-21 修回日期:2012-07-21 出版日期:2013-03-15 发布日期:2013-03-07
  • 通讯作者: 韩曙光 E-mail:zist001@163.com
  • 基金资助:

    国家自然科学基金资助项目;浙江省自然科学基金资助项目

Cooperative advertising for garment supply chain in dual channel system

  • Received:2012-03-21 Revised:2012-07-21 Online:2013-03-15 Published:2013-03-07

摘要: 文章针对服装企业采取加盟和直营双重渠道的特点,构建了双重渠道下服装供应链的合作广告博弈模型,对比研究集中决策和分散决策下的最优合作广告策略、最优广告补贴比例和供应链系统最优收益,并分析相关参数对合作广告决策的影响。结果表明,两种决策下合作广告问题的均衡解都存在且唯一,采取集中决策进行合作广告优于分散决策,并应用Nash讨价还价模型得到了一种收益帕累托优化方案,从而实现集中决策下合作广告的协调。最后,还结合数值算例对有关结论进行了验证。

关键词: 服装供应链, 双重渠道, 合作广告, Nash协调

Abstract: Aimed at the characteristics of joining and direct dual channel in fashion enterprises, a cooperative advertising game model is built under this dual channel. The optimal cooperative advertising strategies, optimal advertising subsidies proportion and optimal system gains are compared under centralized decision and decentralized decision, and the effect of relevant parameters on cooperative advertising decisions is also analyzed. The results show that, the cooperative advertising equilibrium solution exits and unique under two decisions,and the situation under centralized decision is superior to decentralized decision, then a Pareto optimal solution is got to achieve supply chain coordination with Nash bargaining model. Finally, a numerical example is carried out to demonstrate the conclusions.

Key words: garment supply chain, dual channel, cooperative advertising, Nash coordination

中图分类号: 

  • F768.3 O227
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