اخذ تصمیمات بهینه سطح کیفیت و طول دوره وارانتی و تبلیغات در یک زنجیره‌تأمین دو سطحی ‏

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشگاه تربیت مدرس، دانشکده مهندسی صنایع و سیستم‌ها،گروه سیستم‌های اقتصادی و اجتماعی

2 دانشکده مهندسی صنایع و سیستمها

چکیده

تبلیغات مشارکتی یکی از راه‌هایی است که تولید‌کنندگان و خرده‌فروشان می‌توانند در برنامه‌های تبلیغاتی مشارکت ‏کنند. ﻧﺮخ ﻣﺸﺎرﮐﺖ ﻋﺒﺎرت اﺳﺖ از درصدی از هزینه‌های تبلیغات محلی که تولید‌کننده با ‏پرداخت آن موافق است. در این تحقیق، همکاری در تبلیغات توسط دو تابع متفاوت، همراه با تصمیمات قیمت‌گذاری، مدت ‏وارانتی و سطح کیفت، در زنجیره‌تأمین دوسطحی در نظر گرفته میشود. تقاضا تحت تاثیر قیمت، تبلیغات، مدت وارانتی و سطح ‏کیفت بوده و اعضا می‌توانند تبلیغات مشارکتی داشته‌باشند. از بازی‌های غیرهمکارانه و همکارانه بعنوان ابزاری برای حل مسئله استفاده ‌می‌شود. به دلیل ‏پیچیدگی مدل ریاضی، از الگوریتم فراابتکاری الهام گرفته از اپتیک استفاده ‌می‌شود. مشاهده شد که مجموع سود‌ی که دو طرف در بازی غیرهمکارانه کسب می‌کنند، کوچکتر از سود کل ‏سیستم در حالت همکارانه است. سود هر عضو نیز درحالت غیرهمکارانه کمتر از حالت همکارانه است. همچنین تحلیل حساسیت روی برخی پارامترها از جمله پارامترهای مرتبط با ‏کیفیت محصول انجام شده‌است.‏

کلیدواژه‌ها


عنوان مقاله [English]

‎ Making optimal decisions of quality level, warranty period and ‎advertising in a two-level supply chain

نویسنده [English]

  • Tina Sardashti 2
2 Faculty of Industrial and Systems Engineering
چکیده [English]

Emphasizing the importance of competition and cooperation in supply chains caused a resurgence of game theory ‎as a tool for the analysis of interactions in a supply chain. The development of the business and the ‎complexity of retailing requires a change in the advertising approaches. Affiliate advertising is one of the ways that ‎manufacturers and distributors can jointly participate in advertising programs. Therefore, a variable is defined as ‎the participation rate, which is a percentage of local advertising costs that the producer agrees to pay. In this ‎research, we consider cooperation in advertising during two different advertising function models along with pricing ‎decisions, warranty period and quality level, in a two-level supply chain. Therefore, demand will be affected by ‎price, advertising, warranty period and quality level. Manufacturer and retailer can have cooperative advertising. ‎The theory of non-cooperative and cooperative games is the tool used to solve this problem. Due to the complexity ‎of the model, a meta-heuristic algorithm, the optics inspired optimization, which is a population-based search ‎algorithm, is used to solve the problem. In this research, it was observed that the sum of the profits claimed by both ‎parties in the non-cooperative game is smaller than the profit of the whole system in the cooperative game, and the ‎profit of each individual is also lower in the non-cooperative state than in the cooperative state. Therefore, ‎cooperation between two players increases their profits. Also, sensitivity analysis has been done on some ‎parameters, including parameters related to product quality.‎

کلیدواژه‌ها [English]

  • Pricing
  • Advertising
  • Quality level
  • Warranty
  • Game Theory
  • Optics Inspired Optimization (OIO)
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