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基于全量折扣和营销费用的供应链生产商—零售商博弈模型为基础,分析了合作和非合作博弈下生产商和零售商的定价、需求量、产量及收益情况。其中非合作博弈基于Stackelberg模型,分为生产商领导和零售商领导,合作博弈则基于Pareto改进。结果表明,在合作博弈情况下,销售价格和市场营销费用均比非合作博弈低,同时在合作博弈情况下,需求也较非合作博弈有所提高。
Based on the supply chain producer-retailer game model of total discounts and marketing expenses, the pricing, demand, output and benefits of producers and retailers under cooperative and non-cooperative games are analyzed. Among them, the non-cooperative game is based on the Stackelberg model, which is divided into the leader of manufacturer and the leader of retailer. The cooperative game is based on Pareto improvement. The results show that in the case of cooperative game, the sales price and marketing cost are lower than the non-cooperative game, and the demand is also higher than the non-cooperative game in the case of cooperative game.