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研究了制造商网络渠道选择的最优策略问题。通过建立供应链分散控制和供应链集中控制下的零售商渠道、零售商渠道加制造商在线广告、零售商渠道加制造商在线销售、零售商渠道加制造商在线销售及广告这四种策略模型,运用博弈论理论分析了每种策略下的最优决策,并进一步分析了供应链的优势策略,为网络时代下制造商做决策提供了参考。
The optimal strategy of manufacturer network channel selection is studied. By establishing four strategic models of retailer channel, retailer channel plus manufacturer online advertisement, retailer channel plus manufacturer online sales, retailer channel plus manufacturer online sales and advertising under decentralized supply chain control and supply chain control , Using game theory to analyze the optimal decision-making under each strategy, and further analyzing the superiority strategy of the supply chain, which provides a reference for the decision maker under the network age.