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Study on the Supply Chain Cooperative Advertising Based on the Revenue Sharing Contract

Author: LiTianHua
Tutor: HeLiHong
School: Lanzhou University
Course: Business management
Keywords: Supply Chain Cooperative Advertising Revenue Sharing Contract Supply Chain Coordination
CLC: F224
Type: Master's thesis
Year: 2011
Downloads: 88
Quote: 0
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Abstract


As economic globalization intensifies , enterprises and the competitiveness of enterprises have been converted to the supply chain and supply chain competition . In order to enhance the competitiveness of the enterprises themselves , the concept of supply chain cooperation is more and more enterprises to accept and apply to its business operations , and achieved great success . Cooperative advertising in the supply chain , which manufacturers sell their products retailer place ads compensation , has become an important part of cooperation between the enterprises of the supply chain members . Although cooperative advertising can enhance the competitiveness of enterprises in the whole supply chain and chain , cooperative advertising there is the problem of how to allocate the double marginalization effect and cooperation joint income , therefore, the relationship between manufacturers and retailers cooperative advertising coordination . Based on the domestic and international supply chain cooperative advertising Progress of theoretical research , research, supply chain coordination contract - revenue sharing contract to supply chain cooperative advertising , the establishment of cooperative advertising model of supply chain based on revenue sharing contract , the use of game theory , operations research , theoretical analysis and numerical analysis , comparative analysis of decentralized decision-making , Stackelberg game and Nash consultation with manufacturers and retailers respective size of the joint revenue gains and supply chain to further explore the introduction of cooperative advertising revenue sharing contract , cooperative advertising with joint income allocation between the manufacturers and retailers by the elasticity of the marginal revenue , domestic ad spending , domestic ad spending flexibility , local ad spending , theory and numerical simulation results show that manufacturers and retailers in the Nash bargaining under the decision-making , not only can make the supply chain joint income and the income of both optimal , and ultimately co - ordination between the members of the supply chain operations and the overall supply chain optimization .

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CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
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