Equilibrium Model of Discrete Dynamic Supply Chain Network with Random Demand and Advertisement Strategy
Joint Authors
Sui, Qingmei
Zhong, Yongguang
Sun, Hao
Hu, Jinsong
Zhang, Guitao
Source
Mathematical Problems in Engineering
Issue
Vol. 2014, Issue 2014 (31 Dec. 2014), pp.1-14, 14 p.
Publisher
Hindawi Publishing Corporation
Publication Date
2014-08-26
Country of Publication
Egypt
No. of Pages
14
Main Subjects
Abstract EN
The advertisement can increase the consumers demand; therefore it is one of the most important marketing strategies in the operations management of enterprises.
This paper aims to analyze the impact of advertising investment on a discrete dynamic supply chain network which consists of suppliers, manufactures, retailers, and demand markets associated at different tiers under random demand.
The impact of advertising investment will last several planning periods besides the current period due to delay effect.
Based on noncooperative game theory, variational inequality, and Lagrange dual theory, the optimal economic behaviors of the suppliers, the manufactures, the retailers, and the consumers in the demand markets are modeled.
In turn, the supply chain network equilibrium model is proposed and computed by modified project contraction algorithm with fixed step.
The effectiveness of the model is illustrated by numerical examples, and managerial insights are obtained through the analysis of advertising investment in multiple periods and advertising delay effect among different periods.
American Psychological Association (APA)
Zhang, Guitao& Sui, Qingmei& Hu, Jinsong& Zhong, Yongguang& Sun, Hao. 2014. Equilibrium Model of Discrete Dynamic Supply Chain Network with Random Demand and Advertisement Strategy. Mathematical Problems in Engineering،Vol. 2014, no. 2014, pp.1-14.
https://search.emarefa.net/detail/BIM-1044368
Modern Language Association (MLA)
Zhang, Guitao…[et al.]. Equilibrium Model of Discrete Dynamic Supply Chain Network with Random Demand and Advertisement Strategy. Mathematical Problems in Engineering No. 2014 (2014), pp.1-14.
https://search.emarefa.net/detail/BIM-1044368
American Medical Association (AMA)
Zhang, Guitao& Sui, Qingmei& Hu, Jinsong& Zhong, Yongguang& Sun, Hao. Equilibrium Model of Discrete Dynamic Supply Chain Network with Random Demand and Advertisement Strategy. Mathematical Problems in Engineering. 2014. Vol. 2014, no. 2014, pp.1-14.
https://search.emarefa.net/detail/BIM-1044368
Data Type
Journal Articles
Language
English
Notes
Includes bibliographical references
Record ID
BIM-1044368