Cooperative Advertising in a Dual Channel

摘要：

The focus of this paper is cooperat1ve(co-opladvertising in todays electronic commerce(EC) market The use of co-op advertising in a dual marketing channel has added a new dimension of competition. Our study provides an understanding of co-op advertising strategy in a dual channel supply chain under two different competitive types: Bertrand and Stackelberg equilibrium. We obtain both optimal Bertrand and Stackelberg equilibrium pricing and co-op advertising policies, while analyzing the strategic impact of coop advertising on the dual channel supply chain. Finally, based on our results, we propose the optimal strategies that system members should adopt in a dual channel competition.

关键词： cooperative advertising electronic commerce dual channel

作者: Wenxing Wang

作者单位: Economics and Management College Zhongyuan University of Technology Zhengzhou, 450007, China

会议类型: 国际会议

会议名称: The Second International Conference on Business Intelligence and Financial Engineering(BIFE 2009)(第二届商务智能与金融工程国际会议)

会议地点: 北京

会议语种:英文

页码: 583-586

在线出版日期: 2009-07-24（万方平台首次上网日期，不代表论文的发表时间）