Advertising Strategies in a Dynamic Duopoly in Assembly Supply Chain

摘要：

We model an assembly system in which duopolistic assemblers compete with each other through advertising and meanwhile cooperate with their respective suppliers in generic advertising. With differential game theory, optimal advertising decisions for a dynamic duopoly as well as optimal sharing proportions for suppliers are obtained. We characterize equilibrium market shares, and then use that characterization to examine the effects of model parameters on them. We also compare performance of the system to a traditional assembly system with advertising competition outside supply chain but without cooperative advertising inside.

关键词： Advertising strategies Dynamic duopoly Assembly Supply chain

作者: Cheng Qian Debin Huang Xiaojuan Xu Xinping Wang

作者单位: School of Economics and Business Administration Chongqing University, Chongqing 400044, PR China Chongqing Economic Information Center Chongqing Academy Of Economics Research, Chongqing 401147, PR School of Management China University Of Mining and Technology, Xuzhou, Jiangsu 221008, PR China

会议类型: 国际会议

会议名称: The Third International Conference on Operations and Supply Chain Management(第三届运营与供应链管理国际会议)

会议地点: 武汉

会议语种:英文

页码: 373-380

在线出版日期: 2009-07-28（万方平台首次上网日期，不代表论文的发表时间）