بهینه سازی قیمت فروش و هزینه تبلیغات در یک زنجیره تأمین دوسطحی شامل یک تولیدکننده و دو خرده فروش

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار، پردیس دانشکده های فنی دانشگاه تهران.

2 کارشناسی ارشد، دانشگاه آزاد اسلامی واحد تهران جنوب.

چکیده

پژوهش حاضرتصمیم‌­های قیمت­‌گذاری و بازاریابی در یک زنجیره­‌تأمین دوسطحی، شامل یک تولیدکننده و دو خرده‌­فروش رقیب را در نظر گرفته است؛ همچنین تأثیر مشارکت تولیدکننده در هزینه‌های تبلیغات محلی خرده­‌فروشان بررسی شده است. از آنجاکه موضوع رقابت در زنجیره­‌تأمین مطرح است، برای حل مدل از ابزار «نظریه بازی­‌ها» استفاده شده است؛ بدین منظور تولیدکننده به‌­عنوان رهبر استکلبرگ عمل کرده و قیمت عمده‌­فروشی را برای خرده­‌فروشان تعیین می­‌کند. تابع تقاضا وابسته به قیمت و تبلیغات درنظر گرفته شده است. در این پژوهش مقادیر بهینه قیمت و هزینه­‌های تبلیغات به نحوی تعیین می­‌شود که سود کل حداکثر شود؛ در نهایت یک مثال عددی نیز ارائه شده است. بااستفاده از نتایج مثال عددی می­توان به این نتیجه رسید که مشارکت تولیدکننده در هزینه‌­های تبلیغات محلی خرده‌­فروشان سودمند بوده و موجب افزایش سود کل زنجیره‌­تأمین می­‌شود.

کلیدواژه‌ها

عنوان مقاله [English]

Optimizing the Selling Price and Advertising Cost in a Two Layers Supply ChainIncluding a Manufacturer and Two Retailers

نویسندگان [English]

  • Ata Allah Taleizadeh 1
  • Reyhaneh Mohammadi 2
1 Master Student, South Tehran Azad University.
2 Master Student, South Tehran Azad University.
چکیده [English]

In this research, marketing and pricing decisions of a two-level supply chain consisting of one manufacturer and two competing retailers have been considered.Theinfluences of manufacturer participation in local advertising costs of retailers have beenstudied. Since competition in the supply chain exists, the game theories are used to solve the model. For this purpose, manufacturer acts as Stackelberg leader who specifies wholesale prices for each retailer. Demand is dependent on the price and advertising. In this study, optimal pricing and advertising costs are determined such that maximizes the total profits. Finally, numerical examples are provided.By using the results of numerical example we can conclud that the manufacturerparticipationinlocaladvertising costs of retailers is effective and increases total profits of chain.

کلیدواژه‌ها [English]

  • Pricing
  • Supply Chain
  • Game Theory
  • Cooperative Advertising

مراجع

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