文章基本信息

标题：An Optimal Control Method to Coordination of Pricing and Advertising for a Supply Chain: The Consignment Mode ⁎
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作者：Zhihui Wu ; Guo-Ping Liu ; Jun Hu 等
期刊名称：IFAC PapersOnLine
印刷版ISSN：2405-8963
出版年度：2020
卷号：53
期号：2
页码：16977-16982
DOI：10.1016/j.ifacol.2020.12.1247
语种：English
出版社：Elsevier
摘要：AbstractThis paper addresses the channel coordination problem under the consignment mode based on the optimal control method. Considering the impacts from the advertising and platform goodwill onto the market demand, the equilibrium strategies regarding the pricing and the advertising are computed within the centralized and decentralized settings by applying the optimal control theory. Moreover, this paper compares the optimal control strategies in the two decision structures, where the comparison shows that the channel players invest more in advertising under the centralized case only when the share of the revenue exceeds a certain threshold. In addition, a contract scheme including the platform use fees and the cooperative advertising is proposed, which leads to profit Pareto improvements for the channel members. Finally, some simulations are provided to illustrate the impacts of the systems parameters onto the platform goodwill and coordination.
关键词：KeywordsConsignment modeAdvertising strategiesOptimal ControlCoordination mechanismPlatform goodwill