Todayâ??s marketing competition focuses on the supply chain members to make\nits own interests maximize through cooperation. This article establishes a\nsimple secondary supply chain consisting of a retailer and a manufacturer.\nThrough the establishment of a Stackelberg game model and a partnership\ngame model, we study the decision of the member enterprises in the supply\nchain under the restriction of capacity. The research results show that if the\nproduction capacity is smaller, the manufacturer will choose full-load production.\nIf the production capacity is sufficient, the manufacturer will no longer\nproduce more products because its profit may be lost. The lack of production\ncapacity makes the manufacturer not take the initiative to share the advertising\ncosts of retailers. But when the capacity is sufficient, the manufacture\nshares 1/3 of advertising costs. In addition, whether manufacturers and retailers\nchoose to cooperate in the case of a small capacity, the profit of the supply\nchain will not change.
Loading....