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Taleizadeh, Ataallah, Sarokhani, Alireza. (1396). Cooperative Advertising and Pricing in a Competitive Market with Customers’ Excitations Effects. , 51(3), 351-361. doi: 10.22059/jieng.2017.128571.950
Ataallah Taleizadeh; Alireza Sarokhani. "Cooperative Advertising and Pricing in a Competitive Market with Customers’ Excitations Effects". , 51, 3, 1396, 351-361. doi: 10.22059/jieng.2017.128571.950
Taleizadeh, Ataallah, Sarokhani, Alireza. (1396). 'Cooperative Advertising and Pricing in a Competitive Market with Customers’ Excitations Effects', , 51(3), pp. 351-361. doi: 10.22059/jieng.2017.128571.950
Taleizadeh, Ataallah, Sarokhani, Alireza. Cooperative Advertising and Pricing in a Competitive Market with Customers’ Excitations Effects. , 1396; 51(3): 351-361. doi: 10.22059/jieng.2017.128571.950

Cooperative Advertising and Pricing in a Competitive Market with Customers’ Excitations Effects

Advances in Industrial Engineering
مقاله 8، دوره 51، شماره 3، دی 2017، صفحه 351-361    اصل مقاله (786.22 K)
نوع مقاله: Research Paper
شناسه دیجیتال (DOI): 10.22059/jieng.2017.128571.950
نویسندگان
Ataallah Taleizadeh* 1؛ Alireza Sarokhani2
1Faculty of Industrial Engineering, Campus of Engineering, University of Tehran, Tehran, Iran
2Department of Industrial Engineering, South Tehran Branch, Islamic Azad university, Tehran, Iran
چکیده
This paper tries to determine the price, cost, local and optimization rate of national advertising in a supply chain with one manufacturer and two retailers. Two methods are assumed for advertising. The first one considers the situation, in which retailers do not advertise cooperatively; whereas in the second one, they have cooperative advertising. A model which is presented in this paper, is based on markets noise effects and disarray. So, after solving, optimal value for decision variables and optimal profit for chain members are gained. Game theory is used for solving this model, in which the retailers are followers and the manufacturer is leader. In the first method, we used Nash equilibrium because of the completion between the retailers. Yet in the second method the variables are the same because of the cooperation between them. At the end, a numerical example of sensitivity analysis is measured for the variable, and the reports are explained. One of the main results is that the competition between retailers, influences the manufacturer benefit. So that by increasing the competition between retailers, the manufacturer profit decreases.
کلیدواژه‌ها
Customers’ excitation effect؛ pricing؛ Stackelberg؛ Supply Chain
عنوان مقاله [English]
تبلیغات همکارانه و قیمت‌گذاری در بازار رقابتی با درنظرگرفتن تأثیر هیجان مشتریان
نویسندگان [English]
عطاالله طالعی زاده1؛ علیرضا ساروخانی2
1استادیار دانشکدۀ مهندسی صنایع، پردیس دانشکده‌های فنی، دانشگاه تهران
2دانشجوی کارشناسی ارشد مهندسی صنایع، سیستم‌های اقتصادی-اجتماعی، دانشکدۀ صنایع، دانشگاه تهران جنوب
چکیده [English]
این مقاله به تعیین قیمت، هزینه و نرخ بهینۀ تبلیغات محلی و ملی در زنجیرۀ تأمینی با یک تأمین‌کننده و دو خرده‌فروش می‌پردازد. برای تبلیغات، دو حالت درنظر گرفته شده است. در حالت اول، خرده‌فروشان تبلیغات همکارانه ندارند و در حالت دوم، خرده‌فروشان با یکدیگر همکاری می‌کنند. با درنظرگرفتن اغتشاش و آثار هیجانی بازار مدل، تقاضای جدیدی ارائه شده که پس از حل مقادیر بهینۀ متغیرهای تصمیم، سود بهینۀ اعضای زنجیره به­دست آمده است. برای حل مدل، از تئوری بازی‌ها استفاده شده است که در هردو آن‌ها خرده‌فروش، پیرو و تأمین‌کنندۀ رهبر است. در حالت اول بین خرده‌فروشان رقابت وجود دارد که به همین علت، به کمک تعادل نش، مقادیر بهینه به­دست آمده و در حالت دوم به­علت همکاری، مقادیر بهینۀ خرده‌فروشان یکسان است. در انتها در قالب یک مثال عددی، نتایج عددی مقادیر بهینه نشان داده شده‌اند و سپس به کمک این مقادیر، آنالیز حساسیت متغیرها و تجزیه و تحلیل مربوط به آن‌ها انجام گرفته و نتایج آن ارائه شده است. یکی از مهم‌ترین نتایج این است که رقابت بین خرده‌فروشان، بر میزان سود تولیدکننده تأثیرگذار بوده است؛ به‌طوری‌که با افزایش رقابت بین خرده‌فروشان، میزان سود تولیدکننده کاهش پیدا می‌کند.
کلیدواژه‌ها [English]
آثار هیجان مشتریان, استکلبرگ, زنجیرۀ تأمین, قیمت‌گذاری
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