Equilibrium model of discrete dynamic supply chain network with random demand and advertisement strategy
type: Item
instance of: scholarly article
title: Equilibrium model of discrete dynamic supply chain network with random demand and advertisement strategy
zbMATH Open document ID: 1407.90072
DOI: 10.1155/2014/539768
author: Xianqiang Yang
published in: Mathematical Problems in Engineering
publication date: 2019-02-08T00:00:00Z
review text: Summary: The advertisement can increase the consumers demand; therefore it is one of the most important marketing strategies in the operations management of enterprises. This paper aims to analyze the impact of advertising investment on a discrete dynamic supply chain network which consists of suppliers, manufactures, retailers, and demand markets associated at different tiers under random demand. The impact of advertising investment will last several planning periods besides the current period due to delay effect. Based on noncooperative game theory, variational inequality, and Lagrange dual theory, the optimal economic behaviors of the suppliers, the manufactures, the retailers, and the consumers in the demand markets are modeled. In turn, the supply chain network equilibrium model is proposed and computed by modified project contraction algorithm with fixed step. The effectiveness of the model is illustrated by numerical examples, and managerial insights are obtained through the analysis of advertising investment in multiple periods and advertising delay effect among different periods.
Mathematics Subject Classification ID: 90B06
Mathematics Subject Classification ID: 90B10
Mathematics Subject Classification ID: 90B60
Mathematics Subject Classification ID: 91A80
zbMATH DE Number: 7016697
Wikidata QID: Q59068381
MaRDI profile type: Publication
full work available at URL: https://doi.org/10.1155/2014/539768
OpenAlex ID: W2051871143
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description: scientific article; zbMATH DE number 7016697