作　　者： ;

机构地区： 电子科技大学中山学院

出　　处： 《系统工程理论与实践》 2006年第3期102-107,共6页

摘　　要： 通过将品牌广告和地方促销广告联合投入对需求的影响引入易逝品供应链,建立了需求不确定环境下品牌广告、地方促销广告联合投入和订货量博弈的模型,指出易逝品供应链中广告投入存在道德风险问题,并给出了消除易逝品供应链中不协调的方法思路. Through incorporating the effect of the brand advertising and the local promoted advertising jointed investment on demand into the perishable product＇s supply chain, the game models linking the brand advertising and the local promoted advertising jointed investment and order policy are established under uncertainty environment, the paper points out the moral hazard in their advertising investment and proposing the method of eliminating incoordination in perishable product＇s supply chain.

关 键 词： 易逝品供应链 联合广告投入 订货策略 道德风险 协调

分 类 号： [O227]

领　　域： []