文献综述博弈论在供应链管理中应.ppt

1文献综述：

博弈论在供应链管理中的应用数9艾松

博弈论在供应链管理中的应用2现在还处于探索的阶段,所用的博弈论理论还比较浅；01更多的是用博弈论中的概念、已有的结论等，最常用的就是Nash均衡，Game的模型，Stackelberg模型等；02部分模型用显示原理、Nash均衡的存在性定理来求解均衡结果。03

文献综述3Omega30,347–357.06Li,S.X.,Z.M.Huang,J.Zhu,.2002.04Huang,Z.M.,S.X.Li.2001.01EuropeanJournalofOperationalResearch135,527-544.03Cooperativeadvertising,gametheoryandmanufacturer-retailersupplychains.05Co-opadvertisingmodelsinmanufacturer-retailersupplychains:Agametheoryapproach.02

Keyword:Decisionanalysis;Gametheory;Co-opadvertising;Equilibrium;Coordination;Bargainingproblems;Utilities.Huang,Z.M.,S.X.Li.2001.

Co-opadvertisingmodelsinmanufacturer-retailersupplychains:Agametheoryapproach.

EuropeanJournalofOperationalResearch135,527-544.

1.Introduction5Verticalco-opadvertisingisaninteractiverelationshipbetweenamanufacturerandaretailerinwhichtheretailerinitiatesandimplementsalocaladvertisingandthemanufacturerpayspartofthecost.Themainreasonforamanufacturertouseco-opadvertisingistostrengthentheimageofthebrandandtomotivateimmediatesalesatretailerlevel.0102

1.Introduction6Moststudiestodateonverticalco-opadvertisinghavefocusedonarelationshipwherethemanufacturerisaleaderandtheretailerisafollower.Thispaperisintendedtodiscusstherelationshipbetweenco-opadvertisingandefficiencyofmanufacturer-retailertransactions.

Threeco-opadvertisingmodel:1.Introduction7aleader-followernoncooperativegame:manufacturerisaleader;01anoncooperativesimultaneousmovegame;02acooperativegame.03

2.Assumptions8S—retailer’ssalesresponsevolumefunctionofproduct;a—retailer’slocaladvertisinglevel;q—manufacturer’snationalbrandnameinvestmentt—fractionoftotallocaladvertisingexpenditureswhichmanufacturershares

2.Assumptions9periodsalesresponsevolumefunction:01Expectedsalesresponsevolume:02

2.Assumptions10Note:“cq”shouldbe“