基于一个博弈论方法的简单供应链合作广告模型

在合作广告文献中,重点研究一个制造商是领导者而零售商是追随者之间的关系.最近对市场结构的考察已显示出零售势力从制造商向零售商的转移.由于这种新市场现象的出现,文章意欲考察一个制造商和一个零售商在品牌投资、地方广告支出和广告费用共享规则上进行交易时纵向合作广告的效率.本文的探讨基于两个非合作性博弈模型.

Co-op Advertising Models in Simple Supply Chain Based on a Game Theory Approach

In the literature of cooperative (co-op) advertising, the focus of research is on a relationship in which a manufacturer is the leader and retailers are followers. Recent market structure reviews have shown a shift of retailing power from manufacturer to retailers. Based on this new market phenomenon, we intend to explore the role of vertical co-op advertising efficiency with respect to transactions between a manufacturer and a retailer through brand name investment, local advertising expenditures, and sharing rules of advertising expenses. Two co-op advertising models are discussed which are based on two non-cooperative games.