考虑广告效应的随机需求多商品流供应链网络均衡模型

发布时间：2018-03-31 18:27

本文选题：供应链网络　切入点：随机需求　出处：《南昌大学学报(理科版)》2013年04期

【摘要】：针对多个生产商、多个零售商和需求市场组成的多商品流供应链网络,假定生产商和零售商分别在全国市场和区域市场进行产品广告宣传,分析了其对产品随机需求的影响。通过基于随机效用理论的Logit模型刻画消费者的产品选择,运用Nash均衡方法和变分不等式理论得到生产商和零售商之间的竞争均衡模型,进而建立了考虑广告效应的随机需求多商品流供应链网络均衡的变分不等式模型。最后的数值算例验证了模型的合理性,表明广告宣传是把双刃剑:刺激需求增长,但成本增加,需做好二者间的平衡。
[Abstract]:Aiming at the multi-commodity flow supply chain network composed of multiple producers, retailers and demand markets, it is assumed that the producers and retailers advertise their products in the national market and the regional market, respectively, and the impact on the random demand of the products is analyzed.The Logit model based on stochastic utility theory is used to describe the product selection of consumers, and the competition equilibrium model between manufacturer and retailer is obtained by using Nash equilibrium method and variational inequality theory.Furthermore, a variational inequality model of stochastic demand multi-commodity flow supply chain network equilibrium considering advertising effect is established.The final numerical example verifies the rationality of the model, which shows that advertising is a double-edged sword: to stimulate the growth of demand, but the cost increases, it is necessary to do a good job in the balance between the two.
【作者单位】：南昌大学管理科学与工程系;
【基金】：国家自然科学基金资助项目(70961006) 中国博士后科学基金资助项目(20100481186);中国博士后科学基金特别资助项目(2012T50593)
【分类号】：F224;F713.8

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