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Solving a Two-Period Cooperative Advertising Problem Using Dynamic Programming | ||
Interdisciplinary Journal of Management Studies (Formerly known as Iranian Journal of Management Studies) | ||
دوره 14، شماره 1، فروردین 2021، صفحه 141-161 اصل مقاله (761.69 K) | ||
نوع مقاله: Research Paper | ||
شناسه دیجیتال (DOI): 10.22059/ijms.2020.278729.673594 | ||
نویسندگان | ||
Saeed Alaei* 1؛ Neda Manavizadeh1؛ Masoud Rabbani2 | ||
1Department of Industrial Engineering, Khatam University, Tehran, Iran | ||
2School of Industrial Engineering, College of Engineering, University of Tehran, Tehran, Iran | ||
چکیده | ||
Cooperative advertising is a cost-sharing mechanism in which a part of retailers' advertising investments are financed by the manufacturers. In recent years, investment among advertising options has become a difficult marketing issue. In this paper, the cooperative advertising problem with advertising options is investigated in a two-period horizon in which the market share in the second period depends on the decisions made in the first period. The problem is solved for two cases of the absence and presence of cooperative advertising contract, and the results are compared. The solution to the problem is presented using the concepts of the Nash equilibrium, Stackelberg game, stochastic games, and dynamic programming. The computational results using numerical examples show that if the cooperative advertising contract is offered in the win-win condition, the players’ profit will increase significantly. | ||
کلیدواژهها | ||
Cooperative advertising؛ Game theory؛ Stochastic games؛ Advertising options | ||
عنوان مقاله [English] | ||
حل مسئله تبلیغات مشارکتی دو دورهای با برنامهریزی پویا | ||
نویسندگان [English] | ||
سعید علائی1؛ ندا معنوی زاده1؛ مسعود ربانی2 | ||
1گروه مهندسی صنایع، دانشکدة فنی و مهندسی، دانشگاه خاتم، تهران، ایران | ||
2دانشکده مهندسی صنایع، پردیس دانشکده های فنی، دانشگاه تهران، تهران، ایران | ||
چکیده [English] | ||
تبلیغات مشارکتی یک استراتژی بازاریابی است که در آن بخشی از سرمایه گذاری تبلیغاتی خرده فروش ها توسط تولیدکننده ها تامین می شود. در سال های اخیر، سرمایه گذاری میان گزینه های تبلیغاتی نیز به یک موضوع بازاریابی پیچیده ای تبدیل شده است. در این مقاله، مسئله تبلیغات مشارکتی با گزینه های تبلیغاتی در حالت دو دوره ای بررسی شده است که در آن سهم بازار در دوره دوم به تصمیمات دوره اول وابسته است. مسئله در دو حالت وجود و عدم وجود قرارداد تبلیغات مشارکتی حل شده و مقایسه شده است. تحلیل مدل با استفاده از مفاهیم تعادل نش، بازی استکلبرگ، بازی های تصادفی و برنامه ریزی پویا انجام شده است. نتایج محاسباتی حاصل از مثال های عددی نشان می دهد که در صورتی که قرارداد تبلیغات مشارکتی در ناحیه برنده-برنده پیشنهاد شود، سود بازیکنان بطور قابل توجهی افزایش پیدا می کند. | ||
کلیدواژهها [English] | ||
تبلیغات مشارکتی, تئوری بازی ها, بازی های تصادفی, گزینه های تبلیغاتی | ||
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