Game Analysis Of Supply Chains Cooperative Advertising With Uncertainty

Supply chain advertising is widespread exist in enterprises market behavior,and corresponding inputs have formed the major components of its marketing budget.Based on the traditional cooperative advertising research on supply chain,this paper introduces triangular fuzzy numbers to describe the relevant parameters in the market demand function.Aiming at supply chain advertising game problem,we respectively discuss the strategy selection of single manufacturer and single retailer in the equilibrium condition in the Nash game,the manufacturer-led Stackelberg game and retailer-led Stackelberg game.Details work is as follows:First of all,from the standpoint of static environment(short-term effects)and dynamic environment(effects of delay),Based on the relationship between the number of game players(one to one,one to many and many to many)and channel type(online to offline).The main theoretical achievements in supply cooperative advertising game research are classified and summarized,and the current research on supply chain cooperation advertising game problems are combed and summarized.Secondly,the related parameters of the market demand function(the basic market demand and the demand sensitivity about the price)in the cooperative advertising game are regarded as the triangular fuzzy numbers,and the fuzzy parameters and the optimal strategies(price and advertising investment level)and the optimal expected return was discussed in three kinds of game types.The results show that under the three kinds of game types,the price is positively correlated with the basic market demand and negatively correlated with the expectation of demand about the price sensitivity.The input of advertising level and the expected return are positively correlated with the basic market demand and the advertising efficiency factor,and negatively correlated with the expectation of demand about the price sensitivity.Finally,under the conditions of the high value and the low value of the fuzzy parameters change,respectively,we use the numerical simulation technology to compare the optimal strategy and the optimal expected return of the three types of game between the manufacturer and the retailer.The results show that manufacturers and retailers' expect returns will be the best under the Stackelberg game type dominated by the retailers when the high values of the fuzzy parameters fluctuate,and there is existence of the dominant strategies.In other cases,there will be only unilateral best appears,and there is not existence of the dominant strategies for manufacturers and retailers.