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销售商在帮助制造商销售产品的过程中,通过与顾客的接触,相比制造商掌握了更加准确的需求信息,而这些信息对制造商的生产和定价决策都有重要的影响.另一方面,制造商的生产和定价决策又会影响顾客的需求,继而影响到销售商的行为选择.在上述背景下,研究制造商如何通过制定产品的价格并设计合适的激励措施来激励销售商努力工作并获取真实的市场信息,进而利用这些信息进行产品的生产决策.针对信息对称和不对称两种情况,对制造商的最优生产和价格决策以及最优的激励合同进行研究,并对比两种情况下的结果,探讨信息对制造商决策和销售商行为的影响.
In the process of helping the manufacturer to sell the product, the seller has more accurate demand information than the manufacturer through the contact with the customer, and the information has an important influence on the manufacturer’s production and pricing decision. On the other hand , The manufacturer’s production and pricing decisions will affect the customer’s demand, which in turn will affect the seller’s behavior choices.In this context, the manufacturer how to motivate vendors to work hard by setting the price of the product and design appropriate incentives And obtain the real market information, and then make use of these information to make product’s production decision.According to information symmetry and asymmetry two situations, the manufacturer’s optimal production and price decision-making and the optimal incentive contract are studied and compared with two kinds The results of the case to explore the impact of information on manufacturer decision-making and vendor behavior.