A Research on Advertising Coordination Mechanism of Closed-loop Supply Chain
Tan Jian
Wang Xian-jia
Abstract：In order to study price decision and advertising coordinate strategy , the closed-loop supply chains are divided into two cases including the retailer recycling and manufacturer recycling .With the impact of advertising for market demand and recycling , by using the game theory, two mathematical models are established .The results show that the manufacture recycling mode is conducive to the retailer, and retailer recycling mode helps the manufacturer.Compared with retailer recovery, the share proportion of advertising costs of the retailer is smaller than from manufacturer recovery .The retailer advertising share proportion of manufacturer recovery is negatively correlated with the advertising recovery efficiency factor , and positively correlated with the advertising and marketing efficiency factor.The retailer advertising share proportion of retailer recovery has nothing to do with the cost of advertising marketing efficiency factor , and recovery efficiency factor .At last the related conclusion is proved through simulation .This research provides coordination strategies under different recycling modes with closed-loop supply chain advertising marketing and recovery efficiency varying .
Keywords：advertisingclosed-loop supply chaingame theorycoordination
Publication Date：2015-01-01
Online Publishing Date：2025-08-15(First online date of this platform, not the publication date of the document)
Pages：9( 47-55 )