供应链竞争下基于微分对策合作广告模型_聂佳佳.pdfVIP

20 5 系 统 管 理 学 报 Vol. 20 No. 5 20119 Journal of Systems Management Sep. 2011 : 1005-2542( 2011) 05-05 8- 11 聂佳佳 ( , 610031) = 利用微分对策理论研究了供应链竞争下的合作广告问题, 建了一个微分对策模型在非对称 的供应链情形下, 运用汉密尔顿-雅可比-贝尔曼方程求得了Stackelberg 博弈下均衡的广告投入和广告分担 比例, 给出了零售商市场份额的计算公式在对称的供应链情形下, 得到了制造商对零售商进行广告补贴的 一个充分条件, 同时发现, 市场中只有2 家或3 家零售商时总能保证他们得到正利润, 一旦零售商数量增多 则不能保证 : 供应链; 合作广告; 广告竞争; 微分对策; Stackelberg 博弈; 汉密尔顿-雅可比-贝尔曼方程 : F 2 0. 5 : A Cooperative Advertising Model with Competing Supply Chains with Differential Game N IE Jia-j ia ( School of Economics and M anagement, Southw est Jiaotong U niversity, Chengdu 610031, China) =Abstract This paper studies cooperative advertising for competing supply chains and a differential game model is developed. In symmetry supply chain, the equilibrium advertising, advertising cost sharing rate and market share of the retailer are obtained in Stackelberg game w ith Hamilton-Jacobi-Bellman equation. In asymmetry supply chain, it obtains the sufficient condition that the manufacturer offers advertising sup- port to the retailer. M eanw hile, the retailers could increase its profit in cases of duopoly and triopoly but may not increase profit w hen there are more than three retailers in the market. Key words: supply chain; cooperative advertising; advertising competition; differential game; stackelberg game; hamilton-jacob-i bellman equation , , , , , , , [ 1-2] 198 , 100 , [ 3] , 1993 200