| 竞争环境下易逝品的广告策略与道德风险 |
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| 引用本文： | 曹细玉,宁宣熙.竞争环境下易逝品的广告策略与道德风险[J].南京林业大学学报(人文社会科学版),2007,7(2):66-70,82. |
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| 作者姓名： | 曹细玉 宁宣熙 |
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| 作者单位： | 1. 电子科技大学,广东,中山,528402;南京航空航天大学,江苏,南京,210016
2. 南京航空航天大学,江苏,南京,210016 |
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| 摘 要： | 通过将品牌广告和地方促销广告联合投入对需要的影响引入到一个制造商和多个竞争零售商组成的易逝品供应链,建立了需求不确定环境下品牌广告、多个零售商地方促销广告联合投入和订货量博弈的模型,并指出了易逝品供应链中品牌广告投入存在道德风险问题。
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| 关 键 词： | 易逝品供应链 竞争 联合广告投入 道德风险 纳什均衡 |
| 文章编号： | 1671-1165(2007)02-0066-05 |
| 修稿时间： | 2006年9月13日 |
Advertisement Strategy and Moral Hazard of Perishable Product Supply Chain in Competition Environment |
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| CAO Xi-yu,NING Xuan-xi.Advertisement Strategy and Moral Hazard of Perishable Product Supply Chain in Competition Environment[J].Journal of Nanjing Forestry University(Humanities and Social Sciences Edition),2007,7(2):66-70,82. |
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| Authors: | CAO Xi-yu NING Xuan-xi |
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| Abstract: | Through incorporating the effects of the brand advertising and the local promotion advertising investment on demand into the perishable product supply chain,a model is established.The supply chain consists of one producer and multiple competitive retailers.In the model,the brand advertising,the local promotion advertising of multiple retailers,and the ordering interact with each other under uncertain demand environment.The moral hazard of the brand advertising investment in perishable product supply chain is analyzed. |
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| Keywords: | perishable product supply chain competition jointed advertising investment moral hazard Nash equilibrium |
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