基于广告和质量的商誉模型研究

针对供应链的制造商和零售商的广告合作问题，将质量因素引入商誉模型，并运用微分对策中的马尔可夫纳什均衡分别分析了基于不考虑质量因素模型与考虑质量因素模型的制造商与零售商的利润，并将结果进行了比较，结果显示，重视质量发展可提高成员的利润．然后，运用最优控制分析了合作广告，并将合作广告的通道总利润与非合作条件下的总利润进行比较，结果显示，合作广告不仅可提高供应链的利润而且可促进质量的发展．

On the mode of goodwill based on the advertising and quality

For the problem of the cooperative advertising program with a single manufacturer and a single retailer in a supply chain,the factor of quality is introduced to the mode of goodwill,the payoffs of manufacturer and retailer is analysised based on the mode of which the factor of quality is ignored and the mode of which the factor of quality is considered using Markovian Nash equilibrium in differential games respectively,and the result is compared, the result show that attaching importance to quality can enhance the payoffs of the players.And then,cooperative advertising is analysised using optimal control,and the total payoffs of the channel is compared under cooperative advertising and noncooperative advertising,the result show that cooperative advertising not only enhauce the payoffs of the supply chain but also promote the improvement of quality.