The impact of the distance-dependent promotional effect on the promotion cost sharing decision

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题名:	The impact of the distance-dependent promotional effect on the promotion cost sharing decision
作者:	葉英傑;Sheen, Gwo-Ji;Wang, Shih-Yen;Yeh, Yingchieh
贡献者:	管理學院工業管理研究所
关键词:	promotion cost sharing;promotional effect;supply chain cooperation
日期:	2016-02-17
上传时间:	2026-04-21 13:43:31 (UTC+8)
出版者:	Taylor and Francis Ltd.;Taylor & Francis
摘要:	摘要： This paper considers the promotion cost sharing decision between a supplier and a retailer. The customer demand is affected by both national and local promotional effects while the local promotional effect on a customer is dependent on the distance between the retailer and this customer. We propose a continuous approximation approach to modelling the sum of the customer demand in the whole market area served by the retailer. A model is provided to help managers decide on the retail price, the local advertising expenditure, the national advertising expenditure, and the supplier participation rate, with consideration of the influence of distance on the promotional effect. We also find that the supplier's promotion cost sharing rate increases as the market size increases or the influence of distance on the promotional effect decreases. A numerical example is given to show that the nature of distance-dependent promotional effect has a significant impact on the decisions and profits. 出版者： Taylor & Francis 出版日期： 2016-02-17 出處： International journal of systems science, 2016-02, Vol.47 (3), p.544-560 版權： 2014 Taylor & Francis 2014 識別號： ISSN: 0020-7721 識別號： EISSN: 1464-5319 識別號： DOI: 10.1080/00207721.2014.891670
显示于类别:	[工業管理研究所 ] 期刊論文

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