Cooperative advertising strategy of supply chain with online retailer's discount

被引：0

作者：

Chen G. ^{[1
,2
]}

Zhang X. ^{[1
,2
]}

Xiao J. ^{[3
]}

机构：

[1] School of Economics & Business Administration of Chongqing University, Chongqing

[2] Chongqing Key Laboratory of Logistics, Chongqing University, Chongqing

[3] College of Mathematics and Statistics, Chongqing University, Chongqing

来源：

Jisuanji Jicheng Zhizao Xitong/Computer Integrated Manufacturing Systems, CIMS | 2016年 / 22卷 / 05期

基金：

中国国家自然科学基金;

关键词：

Cooperative advertising; Discount; Online retailer; Stackelberg game; Supply chains;

D O I：

10.13196/j.cims.2016.05.024

中图分类号：

学科分类号：

摘要：

To research the influence of price discount offered by online channel on cooperative advertising strategy, a two-echelon supply chain system composed of a manufacturer and an online retailer was considered. By developing a product demand model with cooperative advertising and price deduction, the equilibrium advertising investments and advertising sharing ratio under centralized and decentralized decision settings were obtained respectively. The results showed that the manufacturer's national advertising investment and advertising sharing ratio were increased as price deduction increased; the change of the retailer's promotion advertising investment was related to the specific value of price discount. Through further comparing the profits of supply chain system under centralized setting with those under decentralized setting, a Bilateral-advertising-cost-sharing contract was proposed to coordinate the supply chain system. © 2016, CIMS. All right reserved.

引用

页码：1363 / 1370

页数：7

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