قیمت‌گذاری و بازاریابی در یک زنجیره‌ تامین دوسطحی تحت چهار رویکرد نظریه بازی‌ها

نویسندگان

1 دانشگاه تهران-پردیس دانشکده های فنی - دانشکئه مهندسی صنایع

2 دانشگاه آزاد اسلامی، واحد تهران جنوب، دانشکده مهندسی صنایع

چکیده

همکاری در تبلیغات یک استراتژی بازاریابی است که در آن خرده فروش، تبلیغات محلی را اجرا می‌کند و تولیدکننده بخشی از کل هزینه‌های آن را پرداخت می‌کند. در این تحقیق همکاری در تبلیغات و تصمیمات قیمت‌گذاری در یک زنجیره‌ی تامین دو سطحی بررسی می‌شود، که شامل یک تولیدکننده و یک خرده‌فروش است. تقاضا در این مدل تابعی از قیمت و تبلیغات است. چهار مدل بر اساس نظریه‌ی بازی، به‌منظور مطالعه‌ی تصمیم‌گیری بهینه‌ی اعضای زنجیره تحت فرضیات مختلف توسعه داده شده است. سه بازی غیرهمکاری شامل بازی-های نش، تولیدکننده رهبر و خرده‌فروش رهبر و یک بازی همکاری حالتهایی هستند که مدلها بر اساس آنها توسعه داده شده اند. در نظر گرفته می‌شوند. محدب بودن توابع هدف در هر حالت اثبات و در پایان برای هر حالت یک مثال عددی ارائه و آنالیز حساسیت انجام شده ‌است.

کلیدواژه‌ها


عنوان مقاله [English]

Pricing and Cooperation in advertisment in a two levels supply chain using game thory

نویسندگان [English]

  • Ata Allah Taleizadeh 1
  • Zahedeh Cheraghi 2
چکیده [English]

Cooperation in advertising is a marketing strategy in which retailer performs local advertisements and manufacturer pays a fraction of total cost. In this paper cooperation in advertising and pricing decisions in a two-layer supply chain including single manufacturer and single retailer is investigated. In order to study the optimal decisions of chain members under different assumptions, four models based on the game theory approaches, are developed. Three non-cooperative games including, Nash, retailer-leader, manufacturer-leader and one cooperative game, are those cases under which models are developed. The convexity of the objective function of each case is proved and at the end for each case numerical example is presented and sensitivity analysis is performed.

کلیدواژه‌ها [English]

  • pricing
  • Advertisment
  • Nash
  • Stackelberg
  • Cooperation
 

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