مدل تئوری بازی استکلبرگ با تقاضای وابسته به قیمت و فضای قفسه تحت قرارداد تسهیم درآمد

این مقاله به یک مسئله هماهنگی زنجیره تامین که تحت قرارداد تسهیم درآمد هماهنگ شده است، می‌پردازد. یکی از عواملی که در مدل‌سازی سیستم‌های موجودی بسیار تاثیرگذار است تقاضا می‌باشد. در صنعت خرده‌فروشی، شرکت‌ها موظف‌اند بر اساس قرارداد تعیین‌شده، کالا‌هایشان را در تاریخی معین وارد فروشگاه کرده و سپس در تاریخی معین از آن خارج کنند؛ بنابراین این موضوع مطرح است که بیشترین فضای قفسه به کدام محصولات اختصاص پیدا می‌کند. تخصیص بهینه فضای قفسه‌ها در صنعت خرده‌فروشی نقش مهمی بر فروش کالاها و سود فروشگاه دارد. علاوه بر این، با کمک تغییر قیمت نیز می‌توان تقاضا را کنترل کرد؛ بنابراین چنانکه در این تحقیق نشان داده شده است، در نظر گرفتن عوامل مختلفی چون قیمت، فضای قفسه تخصیص داده‌شده و اثر تصویر برند محصول و تبلیغات بر تقاضا، منجر به ایجاد تابع تقاضای جدیدی می‌شود. بر این اساس، مدل‌سازی در هر سه حالت غیرمتمرکز، متمرکز و هماهنگ انجام شده است. در مدل موردبررسی از بازی استکلبرگ استفاده‌شده و نشان داده شده است که قرارداد تسهیم درآمد چطور منجر به نتیجه برد-برد در زنجیره تامین می‌شود. درنهایت برای شفاف‌سازی مدل مثال عددی ارائه شده است و تحلیل حساسیت روی برخی از پارامترهای اثرگذار مدل انجام شده است. به‌علاوه، نتایج تحلیل حساسیت نشان داد مدل نسبت به پارامتر کشش قیمت روی تقاضا، حساسیت بیشتری دارد و این پارامتر در عمل باید بیشتر موردتوجه قرار گیرد.

stackelberg game theory model with price and shelf space dependent demand under revenue sharing contract

this paper focuses on supply chain coordination under a revenue sharing contract. demand plays a crucial role in modeling inventory systems, particularly in the retail industry where products need to be brought in and taken out of retail stores within specified timeframes. the question addressed is how to allocate shelf space effectively. optimal shelf space allocation in retail significantly impacts product sales and profitability. the research demonstrates that by considering factors such as price, allocated shelf space, product brand image, and advertising, a new demand function can be developed. the study explores decentralized, centralized, and coordinated structures using a stackelberg game model. the findings show that a revenue sharing contract leads to a win-win outcome in the supply chain. additionally, a numerical example is provided to illustrate the model, and sensitivity analysis is performed on key parameters. the results highlight the significant impact of price elasticity on demand, emphasizing the need to pay close attention to this parameter in real-world applications.introductioncoordinating manufacturers and retailers has always been a challenge in decentralized supply chains, as each member seeks individual profit. one practical mechanism for coordination is the revenue-sharing contract, where manufacturers set the wholesale price and retailers pay it. additionally, retailers share a portion of their profits with manufacturers to incentivize participation in coordinated structures. however, the percentage must be chosen carefully to maximize the profits of both chain members compared to a decentralized structure. in today’s competitive world, securing shelf space and determining optimal pricing, particularly in chain stores, has become increasingly intense. companies can increase their profits by considering various factors that influence customer behavior. this study investigates how manufacturers and retailers in a supply chain leverage advertising and brand image to drive demand while setting prices and allocating shelf space for their products. this new model effectively captures the concept of competition in the market. on the other hand, in today’s highly competitive business world, the competition to secure shelf space and determine pricing in department stores has intensified. pricing and shelf space decisions are influenced by the demand within the supply chain. by considering various factors that impact customer behavior and incorporating them into the model, even though it introduces complexity and challenges in solving the model, the results become more realistic and enhance the model’s effectiveness. customers place great importance on accessing products at the right time and place, making optimal allocation of shelf space in stores and effective shelf space planning crucial steps towards improving and increasing sales in retail stores.materials and methodsa two-echelon supply chain, comprising a manufacturer as the leader and a retailer as the follower, is the focus of this study, and stackelberg game theory is applied to model and analyze this system. the investigated model considers decentralized, centralized, and coordinated structures. through this research, various factors such as price, allocated shelf space, and the impact of product brand image and advertising are taken into account, leading to the development of a new demand function. the application of the stackelberg game in the developed model demonstrates how a revenue sharing contract can result in a win-win outcome within the supply chain.