摘要
对考虑广告影响的随机需求环境下的供应链退货策略进行了研究。运用报童模型进行了建模分析,得到了考虑广告影响的最优广告花费和零售商的最优订货量,讨论了顾客需求的随机性对广告花费的影响。通过分析发现:引入广告后,退货策略不再能够实现供应链的协调。文中对退货策略进行了修正,证明了退货和广告花费分担策略在引入广告后可以实现供应链的协调。
Supply chain coordination under return policy with advertising dependent demand is studied in this paper. The optimal advertising spending and retailer＇s optimal order quantity are gained by modeling and analyzing via newsboy model, then the effect of demand variability on advertising spending is discussed. Through mathematical analysis, the insights are derived, that is, the return policy could not coordinate supply chain after considering the advertising effect. Based on modifying the return policy, the return and spending sharing policy can coordinate the supply chain after considering the advertising effect.
出处
《系统工程理论方法应用》
北大核心
2005年第4期313-317,共5页
Systems Engineering Theory·Methodology·Applications
基金
国家自然科学基金资助项目(70302014)
关键词
广告
随机需求
退货策略
供应链协调
advertising
stochastic demand
return policy
supply chain coordination
