نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت تولید و عملیات، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران
2 دانشیار، گروه مدیریت صنعتی، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران
چکیده
در این نوشتار یک زنجیره تامین دو سطحی شامل یک تولید کننده و یک توزیع کننده تحت مدیریت غیرمتمرکز و با هدف بیشینه سازی سود از طریق تامین تقاضای بازارهای مختلف مورد مطالعه قرار گرفته است. تولید کننده ضمن انجام تبلیغات عمومی ، در بخشی از هزینه تبلیغات محلی توزیع کننده مشارکت می نماید.
ارتباط میان تولید کننده و توزیع کننده در قالب دو سناریوی قدرت مبتنی بر بازی استکلبرگ با بهره گیری از روش برنامه ریزی دو سطحی مدل سازی شده و سیاست های بهینه تولیدکننده و توزیع کننده در حوزه قیمت گذاری، مدیریت موجودی، تبلیغات و لجستیک تعیین می گردد.
به منظور حل مدل های برنامه ریزی دو سطحی، دو الگوریتم فرا ابتکاری ژنتیک با ساختار سلسله مراتبی توسعه می یابند. در انتها جهت ارزیابی اعتبار مدل های توسعه یافته، مجموعه ای از آزمایشات محاسباتی روی داده های گردآوری شده از زنجیره تامین قطعات یدکی خودرو انجام می گیرد
کلیدواژه‌ها
عنوان مقاله [English]
Design of Bi-Level Programming Model for a Decentralized Production-Distribution Supply Chain with Cooperative Advertising
نویسندگان [English]
- Omid Amirtaheri 1
- Mostafa Zandieh 2
- Behrouz Dorri 2
1
2
چکیده [English]
In this paper, we investigate a decentralized manufacturer-distributer supply chain. In addition to global advertisement, the manufacturer participates in the local advertising expenditures of distributer. Bi-level programming approach is applied to model the relationship between the manufacturer and retailer under two power scenarios of stackelberg game framework and the optimal policies in pricing, advertising, inventory management and logistics are identified. Two hierarchical genetic algorithms are proposed to solve the bi-level programming models. Based on collected data from Iranian automotive spare parts aftermarket, several numerical experiments are carried out to evaluate the validity of proposed models as well as the efficiency and effectiveness of solution procedures.
کلیدواژه‌ها [English]
- Production-distribution supply chain
- Stackelberg Game
- cooperative advertising
- bi-level programming
- Meta-Heuristic Algorithm
Ben-Ayed, O., & Blair, C. E. (1990). Computational difficulties of bilevel linear programming .Operations Research, 38(3), 556-560 .
Eliashberg, J., & Steinberg, R. (1987). Marketing-production decisions in an industrial channel of distribution. Management science, 33(8), 981-1000 .
Giannoccaro, I., & Pontrandolfo, P. (2004). Supply chain coordination by revenue sharing contracts. International Journal of Production Economics, 89(2), 131-139 .
He, X., Prasad, A., & Sethi, S. P. (2009). Cooperative advertising and pricing in a dynamic stochastic supply chain: Feedback Stackelberg strategies. Production and Operations Management, 18(1), 78-94 .
Herrington, J. D., & Dempsey, W. A. (2005). Comparing the current effects and carryover of national-, regional-, and local-sponsor advertising. Journal of Advertising Research, 45(01), 60-72 .
Hutchins, M. S. (1953). Cooperative advertising: The way to make it pay: Ronald Press.
Koh, A. (2013). A metaheuristic framework for bi-level programming problems with multi-disciplinary applications Metaheuristics for Bi-level Optimization (pp. 153-187): Springer.
Köksoy, O., & Yalcinoz, T. (2008). Robust Design using Pareto type optimization: A genetic algorithm with arithmetic crossover. Computers & Industrial Engineering, 55(1), 208-218 .
Oduguwa, V., & Roy, R. (2002). Bi-level optimisation using genetic algorithm. Paper presented at the Artificial Intelligence Systems, 2002.(ICAIS 2002). 2002 IEEE International Conference on.
Raju, J., & Zhang, Z. J. (2005). Channel coordination in the presence of a dominant retailer. Marketing Science, 24(2), 254-262 .
Sadigh, A. N., Mozafari, M., & Karimi, B. (2012). Manufacturer–retailer supply chain coordination: A bi-level programming approach. Advances in Engineering Software, 45(1), 144-152 .
Sajadieh, M. S., Fallahnezhad, M. S., & Khosravi, M. (2013). A joint optimal policy for a multiple-suppliers multiple-manufacturers multiple-retailers system. International Journal of Production Economics, 146(2), 738-744 .
SeyedEsfahani, M. M., Biazaran, M., & Gharakhani, M. (2011). A game theoretic approach to coordinate pricing and vertical co-op advertising in manufacturer–retailer supply chains. European Journal of Operational Research, 211(2), 263-273 .
Simon, J. L., & Arndt, J. (1980). The shape of the advertising response function. Journal of Advertising Research, 20(4), 11-28 .
Sivanandam, S. N., & Deepa, S. N. (2007). Introduction to Genetic Algorithms: Springer Berlin Heidelberg.
Swami, S., & Shah, J. (2012). Channel coordination in green supply chain management. Journal of the Operational Research Society, 64(3), 336-351 .
Szmerekovsky, J. G., & Zhang, J. (2009). Pricing and two-tier advertising with one manufacturer and one retailer. European Journal of Operational Research, 192(3), 904-917 .
Taleizadeh, A. A., Niaki, S. T. A., & Wee, H.-M .(2013) .Joint single vendor–single buyer supply chain problem with stochastic demand and fuzzy lead-time. Knowledge-Based Systems, 48, 1-9 .
Von Stackelberg, H. (1952). The theory of the market economy: Oxford University Press.
Weng, Z. K. (1995). Channel coordination and quantity discounts. Management science, 41(9), 1509-1522 .
Xie, J., & Neyret, A. (2009). Co-op advertising and pricing models in manufacturer–retailer supply chains. Computers & Industrial Engineering, 56(4), 1375-1385 .
Xie, J & ,.Wei, J. C. (2009). Coordinating advertising and pricing in a manufacturer–retailer channel. European Journal of Operational Research, 197(2), 785-791 .
Young, R. F., & Greyser, S. A. (1983). Managing cooperative advertising: A strategic approach: Lexington Books.
Yue, J., Austin, J., Wang, M.-C., & Huang, Z. (2006). Coordination of cooperative advertising in a two-level supply chain when manufacturer offers discount. European Journal of Operational Research, 168(1), 65-85 .
Yugang, Y., Liang, L & ,.Huang, G. Q. (2006). Leader–follower game in vendor-managed inventory system with limited production capacity considering wholesale and retail prices. International Journal of Logistics: Research and Applications, 9(4), 335-350 .
Zhang, J., Xie, J & ,.Chen, B. (2013). Cooperative advertising with bilateral participation. Decision Sciences, 44(1), 193-203 .
)