Earticle

초록

영어

As the main member of closed-loop supply chain, the enterprises always consider optimizing supply chain from the angles of pricing and channel while ignoring the role of advertising in the supply chain. In order to study pricing decision and advertising coordinate strategy, we divided the closed-loop supply chain into four cases including manufacture recycling advertising, retailer recycling advertising, manufacture recycling retailer advertising and manufacture advertising retailer recycling. With the impact of advertising for market demand and recycling, by using the game theory, we established four mathematical models, the results show that the retailer recycling advertising mode is the most advantageous for the closed-loop supply chain, compared with the other three modes, we found that when retailer responsible for recycling and advertising, thought the advertisement costs is highest, but the demand, profits of retailer and manufacture, recycling rate are also the highest.

목차

Abstract
 1. Introduction
 2. Model Framework
 3. The Model
  3.1. Manufacturer Recovery and Advertising Model (MM model)
  3.2. Manufacturer Recovery and Retailer Advertising Model (MR Model)
  3.3. Retailer Recovery and Advertising Model (RR Model)
  3.4. Retailer Recovery and Manufacturer Advertising Model (RM Model)
 4. Comparative Analysis of Advertising Decision Models
 5. Numerical Examples
 6. Conclusion
 References

키워드

저자

• Jian Tan [ School of Management Science and Project Management, Guizhou University of Finance and Economics, Guizhou 550025, China ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  International Journal of u- and e- Service, Science and Technology

• 간기

  격월간

• pISSN

  2005-4246

• 수록기간

  2008~2016

• 십진분류

  KDC 505 DDC 605