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Co-Op Advertising in Dynamic Retail Oligopolies

机译：动态零售寡头合作广告

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摘要

We study a supply chain in which a consumer goods manufacturer sells its product through a retailer. The retailer undertakes promotional expenditures, such as advertising, to increase sales and to compete against other retailer(s). The manufacturer supports the retailer's promotional expenditure through a cooperative advertising program by reimbursing a portion (called the subsidy rate) of the retailer's promotional expenditure. To determine the subsidy rate, we formulate a Stackelberg differential game between the manufacturer and the retailer, and a Nash differential subgame between the retailer and the competing retailer(s). We derive the optimal feedback promotional expenditures of the retailers and the optimal feedback subsidy rate of the manufacturer, and show how they are influenced by market parameters. An important finding is that the manufacturer should support its retailer only when a subsidy threshold is crossed. The impact of competition on this threshold is nonmonotone. Specifically, the manufacturer offers more support when its retailer competes with one other retailer but its support starts decreasing with the presence of additional retailers. In the case where the manufacturer sells through all retailers, we show under certain assumptions that it should support only one dominant retailer. We also describe how we can incorporate retail price competition into the model.
机译：我们研究了一条供应链，其中消费品制造商通过零售商出售其产品。零售商承担促销支出，例如广告，以增加销售额并与其他零售商竞争。制造商通过偿还零售商促销支出的一部分（称为补贴率），通过合作广告计划来支持零售商的促销支出。为了确定补贴率，我们制定了制造商与零售商之间的Stackelberg差分博弈，以及零售商与竞争零售商之间的Nash差分博弈。我们得出零售商的最佳反馈促销支出和制造商的最佳反馈补贴率，并说明它们如何受到市场参数的影响。一个重要发现是，制造商应仅在超过补贴门槛时才为其零售商提供支持。竞争对该阈值的影响是非单调的。具体来说，当零售商与另一零售商竞争时，制造商会提供更多的支持，但是随着其他零售商的出现，制造商的支持开始减少。在制造商通过所有零售商进行销售的情况下，我们在某些假设下证明其应仅支持一个主要零售商。我们还描述了如何将零售价格竞争纳入模型。

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