TY - JOUR A2 - Zhen, Lu AU - Zu, Yafei AU - Chen, Lianghua PY - 2017 DA - 2017/05/18 TI - Myopic versus Far-Sighted Behaviors in Dynamic Supply Chain Coordination through Advertising with Reference Price Effect SP - 9759561 VL - 2017 AB - To better understand the different effects of the myopic and far-sighted behaviors on the advertising coordination in dynamic supply chain, this paper takes the reference price effect into consideration and formulates four differential game models for the two-level supply chain composed of a manufacturer and a retailer in the situation of Stackelberg game.市场需求假设受商誉、参考物价和广告投资影响,广告投资可促进商誉建设,而商誉可进一步提高参考物价结果显示,供应链参与成员应更多地投资于广告,提高商誉和相对参考物价,反映消费者思想中。有远见的制造商将加大广告投资并收取更高的批发价,不管零售商行为选择然而,这种无知导致零售商零售价策略产生不同结果数值分析归结为验证为动态供应链实际协调提供理论支持的结论的有效性SN-1026-0226UR-https://doi.org/101155/2017/9759561DO-10.1155+7/975956