Nash Game Model for Optimizing Market Strategies, Configuration of Platform Products in a Vendor Managed Inventory (Vmi) Supply Chain for a Product Family
Nash Game Model for Optimizing Market Strategies, Configuration of Platform Products in a Vendor Managed Inventory (Vmi) Supply Chain for a Product Family
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DOI：
10.1016/j.ejor.2010.02.039
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发表时间：
2009-03
期刊：
影响因子：
--
通讯作者：
Yugang Yu;G. Huang
中科院分区：
文献类型：
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作者：
Yugang Yu;G. Huang
本文讨论了制造商及其零售商如何在 VMI（供应商管理库存）供应链中互动，以优化其产品营销策略、平台产品配置和库存政策。制造商从多个供应商采购原材料来生产一系列产品，销售给多个零售商。多种类型的产品对于终端客户来说是可以相互替代的。制造商通过VMI决定原材料采购、平台产品配置、对零售商的产品补货政策、价格折扣率、广告投入等，以实现利润最大化。零售商反过来考虑最佳的本地广告投资和零售价格，以实现利润最大化。该问题被建模为具有两个子博弈的双同时非合作博弈（作为双纳什博弈）模型。一种是在竞争性零售市场中服务的零售商之间，另一种是制造商和零售商之间。本文结合解析法、迭代法和GA（遗传算法）方法，开发了一种寻找纳什均衡的博弈求解算法。通过数值例子来测试所提出的模型和算法，并获得管理意义。
This paper discusses how a manufacturer and its retailers interact with each other to optimize their product marketing strategies, platform product configuration and inventory policies in a VMI (Vendor Managed Inventory) supply chain. The manufacturer procures raw materials from multiple suppliers to produce a family of products sold to multiple retailers. Multiple types of products are substitutable each other to end customers. The manufacturer makes its decision on raw materials’ procurement, platform product configuration, product replenishment policies to retailers with VMI, price discount rate, and advertising investment to maximize its profit. Retailers in turn consider the optimal local advertising investments and retail prices to maximize their profits. This problem is modeled as a dual simultaneous non-cooperative game (as a dual Nash game) model with two sub-games. One is between the retailers serving in competing retail markets and the other is between the manufacturer and the retailers. This paper combines analytical, iterative and GA (genetic algorithm) methods to develop a game solution algorithm to find the Nash equilibrium. A numerical example is conducted to test the proposed model and algorithm, and gain managerial implications.