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首页> 外文期刊>International Journal of Computational Science and Engineering >A study of cooperative advertising in a one-manufacturer two-retailer supply chain based on the multi-stage dynamic game theory
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A study of cooperative advertising in a one-manufacturer two-retailer supply chain based on the multi-stage dynamic game theory

机译：基于多阶段动态博弈论的一家制造商双零售供应链合作广告研究

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>In this paper, the coordination of cooperative advertising decisions is analysed in a supply chain with one manufacturer and two retailers. Suppose the manufacturer invests in national advertising and one retailer invests in local advertising, the manufacturer agrees to share part of the local advertising cost with the retailer. Meanwhile, the other retailer refuses to take part in cooperative advertising. The manufacturer and retailer who put investment in cooperative advertising could choose cooperative or non-cooperative attitude, but the other retailer always chooses non-cooperative attitude. We select four decision variables including local advertising effort, two retailers' marginal profits, and price of product to discuss seven three-stage dynamic game models according to the parties' attitudes being cooperative or not. Seven game models, including one non-cooperative model, five partial cooperative models and one cooperative model, are investigated in detail based on a whole mathematical analysis. By comparing the proposed seven models, several interesting propositions are obtained and the corresponding interesting results are also acquired via these propositions.
机译：在本文中，在带有一个制造商和两个零售商的供应链中分析了合作广告决策的协调。假设制造商投资国家广告和一家零售商投资当地广告，制造商同意与零售商共享一部分本地广告成本。同时，其他零售商拒绝参加合作广告。投资合作广告投资的制造商和零售商可以选择合作或非合作态度，但其他零售商总是选择非合作态度。我们选择四个决策变量，包括本地广告努力，两个零售商的边际利润，以及根据各方态度的态度讨论七个三级动态游戏模型的产品。基于整个数学分析，详细研究了七种游戏模型，包括一个非协作模型，五种部分合作模型和一个合作模型。通过比较提出的七种模型，获得了几个有趣的命题，并且还通过这些命题获得了相应的有趣结果。

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