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今天小编为大家带来《供应链中的动态合作广告契约研究》中给定补贴率下的最优广告决策。
欢迎您的用心访问！
本期推文阅读时长大约5分钟，请您耐心阅读。
Share interest, spread happiness,
increase knowledge, and leave beautiful.
Dear you,
this is the LearingYard Academy!
Today, I bring you the optimal advertising decision for a given subsidy rate in “A Study of Dynamic Cooperative Advertising Contracts in Supply Chains”.
Welcome your visit!
The reading time of this tweet is about 5 minutes, please read it with patience.
本期推文将本通过思维导图，精读内容，知识补充三个板块，展示期刊论文《供应链中的动态合作广告契约研究》给定补贴率下的最优广告决策，请读者跟着小编一起来学习吧！
This issue of the tweet will Ben through the mind map, intensive reading content, knowledge supplement three panels, showing the journal paper “dynamic cooperative advertising contract in the supply chain research” given the subsidy rate of the optimal advertising decision, please readers follow the editor to learn it!
思维导图
精读内容
在此部分，作者首先研究在任意的产品好感度，零售商的本地投入广告决策，发现零售商的投入决策与自己的边际收益和制造商的边际收益有关。
In this section, the authors first examine the local input advertising decisions of retailers in terms of arbitrary product favorability and find that retailers input decisions are related to their own marginal revenue and the manufacturers marginal revenue.
然后将零售商的本地广告投入代入到制造商的利润函数中，得出：
The retailers local advertising input is then substituted into the manufacturers profit function, yielding
下一步，作者研究制造商在给定广告补贴率和外生补贴率的全国广告投入，但是结果是在本地广告对销量的影响系数加上全国性广告对销量的影响系数相加为1的假设条件下得出的，但是这两个系数是独立影响销量的，没什么实际关系，作者为了简化计算提出此假设。
Next, the authors study the manufacturers national advertising input for a given advertising subsidy rate and exogenous subsidy rate, but the results are derived under the assumption that the coefficient of the effect of local advertising on sales plus the coefficient of the effect of national advertising on sales add up to 1. However, these two coefficients affect sales independently with little practical relationship, and the authors make this assumption to simplify the calculation.
此时，得出了制造商的全国广告决策，而制造商的全国广告投入影响全国广告水平，进而影响产品好感度，影响零售商的广告投入数值，此处作者将结果代入带零售商的广告投入中，体现了动态研究的过程。
At this point, the manufacturers national advertising decision is derived, and the manufacturers national advertising input affects the national advertising level, which in turn affects product favorability and influences the retailers advertising input value, and here the authors substitute the results into the advertising input with the retailer, reflecting the dynamic research process.
最后，汇总结果，研究广告补贴率对渠道成员广告决策的影响：
Finally, the results are aggregated to examine the impact of advertising subsidy rates on channel members advertising decisions.
知识补充
此篇文章的模型是动态的，也是小编第一次接触到动态模型，那么小编深入介绍一下动态模型的特点和优点。
动态模型，是指描述系统各组成部分之间及系统与外界之间的平衡关系以及这些关系的运动过程的模型。动态模型能反映系统在运动变化过程中各种因素相互作用的动态特征，它加进了时间因素，因而能有效地实现对真实系统的模拟，大量成功的软件工程实践了动态模型的补助，而动态模型的优越性使得该方法被广泛接受，如动态模型使用户和开发人员能更容易地理解构思中的系统。
The model in this article is dynamic, and it is also the first time that I come across dynamic models, so I will introduce the characteristics and advantages of dynamic models in depth.
Dynamic model, is a model that describes the equilibrium relationship between the components of the system and between the system and the outside world, as well as the movement process of these relationships. Dynamic model can reflect the dynamic characteristics of the system in the process of movement and change of the interaction of various factors, it adds the time factor, and thus can effectively achieve the simulation of the real system, a large number of successful software engineering practices difficult to dynamic modeling grants, and the superiority of dynamic modeling makes the method is widely accepted, such as dynamic modeling so that users and developers can more easily understand the system under conception.
今天的分享就到这里了。
如果您对今天的文章有独特的想法，
欢迎给我们留言，
让我们相约明天。
祝您今天过得开心快乐！
Thats it for todays sharing.
If you have a unique idea about today’s article,
welcome to leave us a message,
let us meet tomorrow.
I wish you a happy day today!
参考资料：DeepL翻译，知乎，百度百科
参考文献：张娟. 供应链中的动态合作广告契约研究[D].中国科学技术大学,2014.
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