Cooperative Advertising Strategies in Supply Chain When Retailer Offers Discount

摘要：

This paper utilizes game theory to analyze cooperative advertising in a manufacturer-retailer supply chain when the retailer offers discount to customers.We firstly investigate Stackelberg leader-follower game when the manufacturer is a leader under price sensitive setting.Then,we consider Nash co-op game.It is shown that all the advertising level,discount,ordering quantity and system profits when the members choose cooperative strategy are larger than those without cooperation.We give the retailers discount range in different condition.For any given price discount,the advertising level of the manufacturer or the retailer,ordering quantity are larger than those without discount. Finally,a numerical example is provided to confirm the relevant conclusion.

关键词： Supply chain Cooperative advertising Game theory Price discount

作者: HE Ping SHI Kuiran YAO Xinyi

作者单位: College of Economics and Management,Nanjing University of Teclmology,Nanjing,P.R.China

会议类型: 国际会议

会议名称: The 3rd International Conference on Logistics and Supply Chain Management 2010(第三届物流与供应链管理国际研讨会)

会议地点: 长沙

会议语种:英文

页码: 279-286

在线出版日期: 2010-07-18（万方平台首次上网日期，不代表论文的发表时间）