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Taleizadeh, Ataollah, Vedadi-Moghaddam, shaghaiegh. (1395). Optimizing Wholesale and Retail Prices, Quality and Marketing Improvement Efforts in a Closed-Loop Supply Chain Using a Game Theory. , 50(1), 121-131. doi: 10.22059/jieng.2016.59437
Ataollah Taleizadeh; shaghaiegh Vedadi-Moghaddam. "Optimizing Wholesale and Retail Prices, Quality and Marketing Improvement Efforts in a Closed-Loop Supply Chain Using a Game Theory". , 50, 1, 1395, 121-131. doi: 10.22059/jieng.2016.59437
Taleizadeh, Ataollah, Vedadi-Moghaddam, shaghaiegh. (1395). 'Optimizing Wholesale and Retail Prices, Quality and Marketing Improvement Efforts in a Closed-Loop Supply Chain Using a Game Theory', , 50(1), pp. 121-131. doi: 10.22059/jieng.2016.59437
Taleizadeh, Ataollah, Vedadi-Moghaddam, shaghaiegh. Optimizing Wholesale and Retail Prices, Quality and Marketing Improvement Efforts in a Closed-Loop Supply Chain Using a Game Theory. , 1395; 50(1): 121-131. doi: 10.22059/jieng.2016.59437

Optimizing Wholesale and Retail Prices, Quality and Marketing Improvement Efforts in a Closed-Loop Supply Chain Using a Game Theory

Advances in Industrial Engineering
مقاله 10، دوره 50، شماره 1، تیر 2016، صفحه 121-131    اصل مقاله (515.92 K)
نوع مقاله: Research Paper
شناسه دیجیتال (DOI): 10.22059/jieng.2016.59437
نویسندگان
Ataollah Taleizadeh* 1؛ shaghaiegh Vedadi-Moghaddam2
1School of Industrial Engineering, College of Engineering, University of Tehran, Tehran, Iran
2Department of Industrial Engineering, South Tehran Branch, Islamic Azad University, Teharn, Iran
چکیده
This paper develops a closed-loop supply chain including one manufacturer, one retailer and a third party, in which the manufacturer produces a product under appropriate quality and sells it through a retailer in the market. The retailer pays the expense of marketing effort and a third party collects the used products from consumers and sends to the manufacturer. The manufacturer remanufactures the recived second hand products such that the quality of the remanufactured items bacome as same as the new ones. We use two different Stackelberg games, and the decision vraibles of the model are the quality level, marketting expenditure, whole sale and retail prices. After investigating the concavity of the profit functions, the optimal closed-form solutions for all decision varaibales are derived. Subsequently, to show the applicability of the proposed models, a numerical example is presented and a sensitivity anslysis is then conducted to investigate the effects of key parameters on the values of decision variables.
کلیدواژه‌ها
Game theory؛ Marketing؛ pricing؛ quality؛ Stackelberg؛ Supply Chain Management
عنوان مقاله [English]
بهینه‌سازی قیمت عمده‌فروشی و خرده‌فروشی، سطح کیفیت و هزینه‌های بازاریابی در یک زنجیرة تأمین حلقه بسته با استفاده از نظریة بازی‌ها
نویسندگان [English]
عطاالله طالعی زاده1؛ شقایق ودادی مقدم2
1استادیار، دانشکدة مهندسی صنایع، پردیس دانشکده‌های فنی دانشگاه تهران
2کارشناسی ارشد، دانشکدة مهندسی صنایع، دانشگاه آزاد اسلامی، واحد تهران جنوب
چکیده [English]
در این پژوهش، بهینه‌سازی سطح کیفیت و هزینه‌های بازاریابی در یک زنجیرة تأمین حلقة بسته با یک تولیدکننده، یک خرده‌فروش و یک عضو سوم زنجیره با استفاده از سیاست استکلبرگ تئوری بازی‌ها بررسی می‌شود. تولیدکننده محصولات را با کیفیتی مناسب تولید می‌کند و به خرده‌فروش می‌فروشد. خرده‌فروش هزینه‌های مربوط به بازاریابی را می‌پردازد و عضو سوم زنجیره مسئول جمع‌آوری محصولات مستعمل از مصرف‌کننده و فرستادن آن‌ها به تولیدکننده است. تولیدکننده محصولات بازگشتی را دوباره‌کاری می‌کند و کیفیت محصولات بازگشتی با کیفیت محصولات تولیدشده از مواد خام یکسان است. در این پژوهش، دو سناریو تحت سیاست استکلبرگ درنظر گرفته شده است. متغیرهای تصمیم مدل شامل سطح کیفیت، هزینة بازاریابی، قیمت‌های بهینة عمده‌فروشی و خرده‌فروشی هستند. پس از بررسی مقعربودن توابع سود اعضای زنجیره، برای تک‌تک متغیرهای تصمیم رابطة بهینه فرم بسته استخراج و مثال عددی ارائه شده است. درنهایت، برای بررسی حساسیت متغیرهای تصمیم نسبت به پارامترهای کلیدی مدل تحلیل حساسیت صورت گرفته است.
کلیدواژه‌ها [English]
استکلبرگ, بازاریابی, زنجیرة تأمین, قیمت‌گذاری, کیفیت, نظریة بازی‌ها
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