رویکرد نظریه بازی برای تحلیل تصمیمات قیمت‌گذاری و تبلیغات مشارکتی دو محصول جایگزین تحت زنجیره‌تأمینی شامل دو تولیدکننده و دو فروشنده

نوع مقاله : مقاله پژوهشی

نویسنده

استادیار گروه مهندسی صنایع، دانشکدۀ فنی مهندسی گلپایگان، دانشگاه صنعتی اصفهان، گلپایگان، ایران

چکیده

در تحقیق فعلی رقابت میان دو محصول جایگزین در زنجیره‌تأمینی شامل دو تولیدکننده و دو فروشنده مورد بررسی قرار می­گیرد. در این ساختار، دو محصول جایگزین توسط دو تولیدکننده رقیب تولید و به‌وسیله دو فروشـنده رقیب به مشتریان تحویل داده می­شوند. یکی از تولیدکننده­ها محصولاتش را بدون انجام تبلیغات به‌فروش می­رساند، درحالی‌که تولیدکننده دیگر قصد دارد برای افزایش فروش محصولات خود سرمایه­گذاری جدیدی بر روی تبلیغات انجام دهد. این سرمایه­گذاری به‌صورت مشارکتی بوده و فروشنده مربوطه نیز بخشی از آن را برعهده می­گیرد. بدین منظور از رویکرد نظریه بازی برای تحلیل تصمیمات قیمت­گذاری و میزان سرمایه­گذاری بر روی تبلیغات استفاده می­گردد. لازم به ذکر است در مطالعات قبلی موضوع تبلیغات مشارکتی تنها برای یک محصول خاص درنظر گرفته شده و از رویکرد نظریه بازی برای بررسی رقابت و همکاری میان اعضای زنجیره‌تأمین مربوط به این محصول استفاده شده است؛ درحالی­که در تحقیق فعلی دو محصول جایگزین درنظر گرفته شده و تأثیر اعمال تبلیغات مشارکتی بر روی تقاضاها و سودهای اعضای زنجیره‌تأمین مربوط به آن‌ها مورد بررسی قرار گرفته­اند. با توجه به نتایج می­توان گفت که با افزایش کشسانی تقاضای یک محصول نسبت به میزان تبلیغات آن، مقادیر سود مربوط به اعضای زنجیره‌تأمین آن محصول افزایش و مقادیر سود مربوط به اعضای زنجیره‌تأمین محصول دیگر کاهش می­یابند. همچنین اگر میزان سرمایه­گذاری بر روی تبلیغات یک محصول از یک مقدار مشخص بیشتر نباشد، این سرمایه­گذاری از لحاظ اقتصادی برای اعضای زنجیره‌تأمین مربوط به آن محصول مقرون‌به‌صرفه است.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

A Game-Theoretic Approach to Analyze Pricing and Cooperative Advertising Decisions for Two Substitutable Products in a Supply Chain Containing Two Manufacturers and Two Sellers

نویسنده [English]

  • Hamed Jafari
Assistant Professor, Industrial Engineering Group, Golpayegan College of Engineering, Isfahan University of Technology, Golpayegan, Iran
چکیده [English]

In the current study, the competition between two substitutable products is investigated on a supply chain containing two manufacturers and two sellers. In this structure, two substitutable products are made by two competing manufacturers and are then delivered to customers through two competing sellers. One of the manufacturers sells his products with no investment on advertising, whereas another one aims to attract more customers by investing on the advertisement level. In this setting, a cooperative advertising contract is implemented between the manufacturer and seller of the second product in which the seller undertakes a portion of the related investment. Then, the game theory is applied to make the pricing and advertising decisions under the considered problem. Note that in the previous studies, the issue of the cooperative advertising has been considered for a specific product and then the game theory has been used in order to set the decisions among its supply chain members, while in this research, two substitutable products are considered and the effect of implementing a cooperative advertising contract is investigated on their demands and the profit values of their supply chain members. Regarding the results, increasing the elasticity of the demand for a product with respect to its advertisement level leads to enhancing the profits for its members and reducing the profits for the others. Moreover, if the required budget does not exceed a specific value, then investing on the advertisement level of a product is beneficial for its members.

کلیدواژه‌ها [English]

  • Competitive Market
  • Supply Chain Management
  • Pricing
  • Cooperative Advertising
  • Game Theory

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نشریه پژوهش های مهندسی صنایع در سیستم های تولید
دوره 11، شماره 22
شهریور 1402
صفحه 83-95

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