چكيده به لاتين
Due the rapid changes in the entering of products to market and challenges in this area, manufacturers are looking for maximize profit by using appropriate price and advertising for your product.The purpose of this study is presenting strategies for appropriate decision- making in this area by modeling of problem, finding answer and analysis of these. In this study is investigated two models. Both models include a manufacturer and a retailer's supply chain. In the first model, both members of the chain are looking for a reasonable price, amount and type of effective advertising for their product. in this model, advertising include local advertising that is done by retail and advertising for the brand by the manufacturer, and each of these ads, the other two types divided, and model chooses the effective combination of any of these advertising. The second model evaluates three methods, including traditional method, online method and centralized method. In the traditional method, manufacturer only exclusively through retailer sells its product, and the
percentage of retail advertising costs to be incurred. In the second method, the manufacturer in addition to the retailer sells its product through online. In the third method, the entire system is considered by an objective function. Except of centralized method, on the other methods was used from manufacturer stackelberg game theory for relation between manufacturer and retailer. In the first model, according to cost and effectiveness of each type of advertising model gives us appropriate combination of advertising, and advertising to choose one over the other are interdependent and influence. In the second model, by comparing the results, centralized method has maximize profit and then online method.
Keywords: pricing, advertising, supply chain, game theory
