ارائه مدل تصمیم گیری هماهنگ در زنجیره تأمین فیلم سازی با استفاده از قرارداد مشارکت تسهیم درآمد : مطالعه موردی در فیلم های سینمایی حوزه ایثار و شهادت

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار، گروه مهندسی صنایع، دانشکده مهندسی،دانشکدگان فارابی دانشگاه تهران، ایران

2 کارشناسی ارشد، گروه مهندسی صنایع، دانشکده مهندسی،دانشکدگان فارابی دانشگاه تهران، ایران

چکیده
در این پژوهش، یک ساختار تصمیم‌گیری هماهنگ در یک مدل دوسطحی شامل تهیه‌کننده و توزیع‌کننده در زنجیره تأمین فیلم سازی با استفاده از قرارداد تسهیم درآمد مورد بررسی قرار می‌گیرد. تقاضا در مدل ارائه شده به هزینه‌های مسئولیت اجتماعی تهیه‌کننده و تلاش بازاریابی توزیع‌کننده بستگی دارد. این تحقیق به دنبال بهینه‌سازی قیمت بلیت سینما و سطح تلاش بازاریابی که مربوط به تصمیمات توزیع‌کننده است و قیمت حق پخش و سطح مسئولیت‌های اجتماعی که مربوط به تصمیمات تهیه‌کننده است، می‌باشد. متغیرهای مدل ارائه شده در دو سناریوی تصمیم‌گیری غیر‌متمرکز و تصمیم‌گیری هماهنگ آنالیز و بررسی شده و مقادیر متغیرهای تصمیم و همچنین سود اعضای زنجیره تأمین و سود کل زنجیره تأمین مقایسه و استراتژی‌های بهینه تحلیل می‌شوند. به‌منظور حرکت از یک مدل تصمیم‌گیری غیر‌متمرکز به سمت مدل تصمیم‌گیری هماهنگ از یک قرارداد مشارکت بر پایه تسهیم هزینه بازاریابی، هزینه مسئولیت‌های اجتماعی به‌عنوان سهم‌الشرکه و تسهیم درآمد بر اساس میزان قدرت چانی زنی به صورتی که اعضای زنجیره تأمین سینما بهره‌مندی لازم را از این مشارکت ببرند، ارائه گردیده است. نتایج نشان می‌دهد که سود تهیه‌کننده و توزیع‌کننده تحت قرارداد مشارکت تسهیم (در بازه تسهیم 0/285 تا 0.795)، نسبت به تصمیم‌گیری غیر‌متمرکز بهبود می‌یابد. همچنین، در بازه خارج از نرخ تسهیم، قرارداد مشارکت تسهیم درآمد توانایی هماهنگی را ندارد و تصمیم‌گیری غیر‌متمرکز که در آن اعضای زنجیره تأمین (تهیه‌کننده و توزیع‌کننده) به طور مستقل و انفرادی تصمیم‌گیری می‌کنند، اولویت خواهد داشت.

کلیدواژه‌ها


عنوان مقاله English

Proposing a coordinated decision-making model in a film-making supply chain using a revenue-sharing contract: A case study in movies about sacrifice and martyrdom

نویسندگان English

Hosein Mohammadi Dolatabadi 1
MohammadReza Dezfouli 2
Mohammad Ali Hajloo 2
1 Assistant Professor, Department of Industrial Engineering, Faculty of Engineering, Farabi College, University of Tehran, Iran
2 MSc. Department of Industrial Engineering, Faculty of Engineering, Farabi College, University of Tehran, Iran
چکیده English

In this study, a coordinated decision-making structure is examined in a two-level model involving a producer and a distributor in the film-making supply chain using a revenue-sharing contract. Demand in the presented model depends on the producer’s social responsibility costs and the distributor’s marketing effort. This study seeks to optimize the cinema ticket price the level of marketing effort related to the distributor’s decisions, the price of the distribution rights, and the level of social responsibilities related to the producer’s decisions. The variables of the presented model are analyzed and examined in two scenarios of decentralized decision-making and coordinated decision-making, and the values of the decision variables as well as the profit of the supply chain members and the total profit of the supply chain are compared, and optimal strategies are analyzed. To move from a decentralized decision-making model to a coordinated decision-making model, a partnership contract based on marketing cost sharing, social responsibility costs as a share of the partnership, and revenue sharing based on the amount of bargaining power in a way that the members of the cinema supply chain benefit from this partnership is presented. The results show that the profit of the supplier and distributor under the revenue-sharing partnership agreement (in the sharing range of 0.285 to 0.795) improves compared to decentralized decision-making. Also, in the range outside the sharing rate, the revenue-sharing partnership agreement cannot coordinate and decentralized decision-making in which the supply chain members make decisions independently and individually will have priority.

کلیدواژه‌ها English

Film-making industry
Cinema supply chain coordination
Marketing effort
Social responsibility
Game theory
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