东南大学经济管理学院专题讨论（Seminar）登记表
| 报告题目 | Ingredient branding strategies in an assembly supply chain: models and analysis | ||
| 报告人（单位） | 张娟（中国科学技术大学） | ||
| 点评人（单位） | 王海燕（系统工程研究所） | 点评人（单位） | 何勇（系统工程研究所） |
| 时间地点 | 时间：2013年10月23日（周三）下午2点 地点：九龙湖经管楼B-201 | ||
| 报告内容摘要 | | ||
| 报告内容： We consider a supply chain in which an original equipment manufacturer (OEM) procures a key component from a supplier. We consider an ingredient branding strategy under which the supplier and the OEM form a brand alliance. Specifically, the supplier invests in ingredient branding to build up her goodwill and additionally she shares a portion of the OEM’s advertising cost through a cooperative advertising programme. Under a differential game framework, we obtain the equilibrium advertising efforts of the supplier and OEM, and the supplier’s equilibrium subsidy rate for the cooperative advertising programme. We further extend the model to the case in which the OEM procures two complementary components from two suppliers. We consider three different scenarios of supplier interaction, i.e. the suppliers are (I) independent, (II) allied and keep two brands and (III) allied and keep one brand. We demonstrate how the different interactions between suppliers affect the channel members’ advertising efforts, goodwill levels and their profits. 报告人简介： 张娟现为中国科学技术大学管理学院在读博士。主要研究兴趣包括供应链管理、供应链合同、合作广告。近年来在Omega、International Journal of Production Research等国际知名期刊上发表学术论文4篇，SCI检索论文4篇。 | |||
