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- Title
Research on optimal decision game models of closed-loop supply chain considering influence of advertising investment.
- Authors
CHU Ye-ping; ZHANG Shu-hong
- Abstract
For the market competition and cooperation problems between manufacturing/remanufacturing products, considering the growing effect of advertising investment on product's consumer utility and the influence of consumer environmental preference, this paper established market demand functions of manufacturing/remanufacturing products, then obtained and analyzed the optimal pricing and advertising investment strategies of manufacturing/remanufacturing products comparatively under three game modes, e. g. centralized cooperative game, Nash equilibrium game and Stackelberg game based on game methods, further designed a coordination mechanism of manufacturing and remanufacturing sector' profits aiming at the efficiency loss of non-cooperative game. Numerical examples show that the total profits and sale prices of manufacturing/remanufacturing products are highest under centralized cooperative game, and cooperative game and Stackelberg game will get the optimal profits at the expense of remanufacturing product profits, so remanufacturing sector would give preference to Nash equilibrium game mode, namely remanufacturing sector has no motivation to become the follower of manufacturing sector, furthermore it would adopt the competition strategy to obtain their own optimal profits.
- Subjects
DECISION making; LEVEL design (Computer science); CLOSED loop systems; SUPPLY chains; ADVERTISING; CONSUMERS; MANUFACTURED products
- Publication
Application Research of Computers / Jisuanji Yingyong Yanjiu, 2014, Vol 31, Issue 1, p166
- ISSN
1001-3695
- Publication type
Article
- DOI
10.3969/j.issn.1001-3695.2014.01.039