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
کلیدواژهها
عنوان مقاله [English]
نویسنده [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]
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