سامانه پشتیبانی خدمات اطلاعات

  اخبار و اعلانات

 آمار

تعداد نشریات158
تعداد شماره‌ها6,230
تعداد مقالات67,757
تعداد مشاهده مقاله115,108,288
تعداد دریافت فایل اصل مقاله89,863,648
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
مراجع
  1. Seyed Esfahani, M.M., Biazaran, M., and Gharakhani, M. (2011). “A game theoretic approach to coordinate pricing and vertical co-op advertising in manufacturer–retailer supply chains”, European Journal of Operational Research, Vol. 211, No. 2, PP. 263–273.
  2. Nagler, M. G. (2006). “An exploratory analysis of the determinants of cooperative advertising participation rates”, Marketing Letters, Vol. 17, No. 2, PP. 91–102.
  3. He, X., Krishnamoorthy, A., Prasad, A., and Sethi, S. P. (2012). “Co-op advertising in dynamic retail oligopolies”, Decision Sciences, Vol. 43, No. 1, PP. 73–106.
  4. Berger, P. D. (1972). “Vertical cooperative advertising ventures”, Journal of Marketing Research, Vol. 9, No. 3, PP.309–312.
  5. Green, J. (2000). “Still pulling the strings, but locally too”, Brandweek, Vol. 41, No. 16, PP. 34–42.
Xie, J., and Wei, J. C. (2009). “Coordinating advertising and pricing in a manufacturer retailer Channel”, European Journal of Operational Research, Vol. 197, No. 2, PP. 785–791.

  1. Berger, P. D., and Magliozzi, T. (1992). “Optimal co-operative advertising decisions in direct-mail operations”, Journal of the Operational Research Society, Vol. 54, No. 6, PP. 627–635.
  2. Dant, R. P., and Berger, P. D. (1996). “Modeling cooperative advertising decisions in franchising”, Journal of the Operational Research Society, Vol. 47, No. 9, PP. 1120–1136.
  3. Huang, Z., and Li, S. X. (2001). “Co-op advertising models in manufacturer–retailer supply chains: A game theory approach”, European Journal of Operational Research, Vol. 135, No. 3, PP. 527–544.
  4. Karray, S., and Zaccour, G. (2006). “Could co-op advertising be a manufacturer’s counterstrategy to store brands”, Journal of Business Research, Vol. 59, No. 9, PP. 1008–1015.
  5. Yue, J., Austin, J., Wang, M., and Huang, Z. (2006). “Coordination of cooperative advertising in a two-level supply chain when manufacturer offers discount”, European Journal of Operational Research, Vol. 168, No. 1, PP. 65–85.
  6. Yue. J., Austin, J., Wang, M., and Huang, Z. (2006). “Coordination of cooperative advertising in a two-level supply chain when manufacturer offers discount”, European Journal of Operational Research, Vol. 168, No. 1, PP. 65–85.
  7. Szmerekovsky, J. G., and J. Zhang. (2009). “Pricing and two-tier advertising with one manufacturer and one retailer”, European Journal of Operational Research, Vol. 51, No. 4, PP. 833–884.
  8. Xie, J., and Neyret, A. (2009). “Co-op advertising and pricing models in manufacturer–retailer supply chains co-op advertising and pricing models in manufacturer–retailer supply chains”, Computers & Industrial Engineering, Vol. 56, No. 4, PP. 1375–1385.
  9. Yan, R. (2010). “Cooperative advertising, pricing strategy and firm performance in the e-marketing age”, Journal of the Academy of Marketing Science, Vol. 38, No. 4, PP. 510–519.
  10. Aust, G., and Buscher, U. (2012). “Vertical cooperative advertising and pricing decisions in a manufacturer–retailer supply chain: A game-theoretic approach”, European Journal of Operational Research, Vol. 223, No. 2, PP. 473–482.
  11. Kunter, M. (2012). “Coordination via cost and revenue sharing in manufacturer–retailer channels”, European Journal of Operational Research, Vol. 216, No. 2, PP. 477–486.
  12. Yang, J., Xie, J., Deng, X., and Xiong, H. (2013). “Cooperative advertising in a distribution channel with fairness concerns”, European Journal of Operational Research, Vol. 227, No. 1, PP. 401–407.
  13. Jorgensen, S., and Zaccour, G. (2014). “A survey of game-theoretic models of cooperative advertising”, European Journal of Operational Research, Vol. 60, No. 10, PP. 2461–2477.
  14. Karray, S., and Zaccour, G. (2007). “Effectiveness of coop advertising programs in competitive distribution channels”, International Game Theory Review, Vol. 9, No. 2, PP. 151–167.
  15. Wang, S., Zhou, Y., Min, J., and Zhong, Y. (2011). “Coordination of cooperative advertising models in a one-manufacturer two-retailer supply chain system”, Computers & Industrial Engineering, Vol. 61, No. 4, PP. 1053–1071.
  16. Zhang, J., and Xie, J. (2012). “A game theoretical study of cooperative advertising with multiple retailers in a distribution channel”, Journal of Systems Science and Systems Engineering, Vol. 21, No. 1, PP. 37–55.
  17. Ghadimi, S., Szidarovszky, F., Farahani, R. Z., and Khiabani, A. Y. (2013). “Coordination of advertising in supply chain management with cooperating manufacturer and retailers”, IMA Journal of Management Mathematics, Vol. 23, No. 4, PP. 2341–2368.
  18. Bergen, M., and John, G. (1997). “Understanding cooperative advertising participation rates in conventional channels”, Journal of Marketing Research, Vol. 34, No. 3, PP. 357–369.
  19. Kim, S. Y., and Staelin, R. (1999). Manufacturer allowances and retailer pass-through rates in a competitive environment”, Marketing Science, Vol. 18, No. 1, PP. 59–76.
  20. Huang, Z., Li, S., and Mahajan, V. (2002). “An analysis of manufacturer–retailer supply chain coordination in cooperative advertising”, Decision Sciences, Vol. 33, No. 3, PP. 469–494.
  21. Li, S., Huang, Z., Zhu, J., and Chau, P. (2002). “Cooperative advertising, game theory and manufacturer–retailer supply chains”, Omega, Vol. 30, No. 5, PP. 347–357.
  22. Jorgensen, S., and Zaccour, G. (2003b). “A differential game of retailer promotions”, Automatica, Vol. 39, No. 7, PP. 1145–1155.
  23. Jorgensen, S., Sigue, S., and Zaccour, G. (2000). “Dynamic cooperative advertising in a channel”, Journal of Retailing, Vol. 76, No. 1, PP. 71–92.
  24. Jorgensen, S., Sigue, S., and Zaccour, G. (2001). “Stackelberg leadership in a marketing channel”, International Game Theory Review, Vol. 3, No. 1, PP. 13–26.
  25. Berger, P., Lee, J., and Weinberg, B. (2006). “Optimal cooperative advertising integration strategy for organizations adding a direct online channel”, Journal of the Operational Research Society, Vol. 57, No. 8, PP. 920–927.
  26. Jeuland, A., and Shugan, S. (1983). “Managing channel profits”, Marketing Science, Vol. 2, No. 3, PP. 239–272.
  27. Jeuland, A., and Shugan, S. (1988). “Channel of distribution profits when channel members from conjectures”, Marketing Science, Vol. 7, No. 2, PP. 202–210.
  28. McGuire, T., and Staelin, R. (1983). “An industry equilibrium analysis of downstream vertical integration”, Marketing Science, Vol. 2, No. 2, PP. 161–191.
  29. Moorthy, K. (1988). “Strategic decentralization in channels”, Marketing Science, Vol. 7, No. 4, PP. 335–355.
  30. Ingene, C., and Parry, M. (1995a). “Channel coordination when retailers compete”, Marketing Science, Vol. 14, No. 4, PP. 360–377.
  31. Ingene, C., and Parry, M. (1995b). “Coordination and manufacturer profit maximization: The multiple retailers’ channel”, Journal of Retailing, Vol. 71, No. 2, PP. 129–151.
  32. Ingene, C., and Parry, M. (1998). “Manufacturer-optimal wholesale pricing when retailers compete”, Marketing Letters, Vol. 9, No. 1, PP. 65–77.
  33. Ingene, C., and Parry, M. (2000). “Is channel coordination all it is cracked up to be”, Journal of Retailing, Vol. 76, No. 4, PP. 511–547.
  34. Choi, S. (1991). “Price competition in a channel structure with a common retailer”, Marketing Science, Vol. 10, No. 4, PP. 271–296.
  35. Yang, S. L., and Zhou, Y. W. (2006). “Two-echelon supply chain models: Considering duopolistic retailers’ different competitive behaviors”, International Journal of Production Economics, Vol. 103, No. 1, PP. 104–116.
  36. Choi, S. (1996). “Price competition in a duopoly common retailer channel”, Journal of Retailing, Vol. 72, No. 2, PP. 117–134.
  37. Jorgensen, S., and Zaccour, G. (1999). “Equilibrium pricing and advertising strategies in a marketing channel”, Journal of Optimization Theory and Applications, Vol. 102, No. 1, PP. 111–125.
  38. Chutani, A., and Sethi, S. P. (2012). “Optimal advertising and pricing in a dynamic durable goods supply chain”, Journal of Optimization Theory and Applications, Vol. 154, No. 2, PP. 615–643.
  39. Karray, K., and Hassanzadeh, S. (2014). “Cooperative advertising in a supply chain with retail competition”, International Journal of Production Research, Vol. 53, No. 1, PP. 88–105.
  40. Aust, A., and Buscher, C. (2014). “Vertical cooperative advertising in a retailer duopoly”, Computers & Industrial Engineering, No. 72, PP. 247–254.
  41. Karry, S. (2015). “Cooperative advertising in a retailer duopoly”, Computer & Industrial Engineering Vol. 51, No. 1, PP. 254–247.
  42. Chaeb, J., and Rasti-Barzoki, M. (2016). “Coordination via cooperative advertising and pricing in a manufacturer-retailer supply chain”, Computers & Industrial Engineering, No. 99, PP. 112–123.
  43. Heydari, J., and Norouzinasab, Y. (2015). “A two-level discount model for coordinating a decentralized supply chain considering stochastic price-sensitive demand”, Journal of Industrial Engineering International, Vol. 11, No. 4, PP. 531–542.
  44. Heydari, J., and Norouzinasab, Y. (2016). “Coordination of pricing, ordering, and lead time decisions in a manufacturing supply chain”, Journal of Industrial and Systems Engineering, No. 9, PP. 1–16.
آمار
تعداد مشاهده مقاله: 530
تعداد دریافت فایل اصل مقاله: 446


سامانه مدیریت نشریات علمی. قدرت گرفته از سیناوب