Cooperative Advertising Game Analysis between Supply Chain Members in Fuzzy Demand Environment

摘要：

　　In this paper, we use the intuitionistic fuzzy number to represent the market demand.By taking into account the risk factor into score function for sorting into accurate number, and study optimal cooperative advertising problem under the Stackelberg-Cournot, Stackelberg-Collusion and Cooperation game model composed of the individual manufacturer and the two retailers.The results show that the collusion between retailers has its own advantages, retailers can get more subsidies from manufacturers and lower investment advertising costs, but manufacturers, retailers and the overall benefits of the supply chain will reduce in the fuzzy demand conditions.When manufacturers and retailers adopt the cooperation strategy, the cost of the retailer investing in advertising is transferred to the manufacturer, which reduces the retailers risk, but the overall expected profit of the supply chain increases.

关键词： Fuzzy Demand Environment Optimal Cooperative Advertising Strategy Intuitionistic Fuzzy Number

作者: Kan YANG Shuang-Liang TIAN Xia-Hong CAI Su-Su JIAO

作者单位: Northwest University for Nationalities, Mathematics and Computer Institute, Lanzhou, China

会议类型: 国际会议

会议名称: The 6th International Conference on Logistics and Supply Chain Management 2016(第六届物流工程与供应链管理国际研讨会)

会议地点: 长沙

会议语种:英文

页码: 233-238

在线出版日期: 2016-12-01（万方平台首次上网日期，不代表论文的发表时间）