The vertical cooperative advertisement in a manufacturer-retailer supply chain is studied in this paper. 研究了生产商和零售商的纵向合作广告问题。
Advertising Participation, Price Discount and the Vertical Cooperative Advertisement in a Supply Chain 广告分担、价格折扣与供应链的纵向合作广告
This part, after introducing the factor of product price elasticity and the Nash Equilibria of cooperative and non-cooperative models in the Game Theory, analyzes the optimum advertisement strategy adopted by manufacturers and retailers when the manufacturers are facing competition and choose the price discount. 引入产品价格弹性因素和博弈论中Nash均衡的合作与非合作模型,分析了在制造商面临竞争的情况下,选择价格折扣后,制造商和零售商之间如何确定制造商和零售商的最优广告策略。
It mainly focuses the cooperative advertisement in the virtual marketing. 主要研究了虚拟营销中的合作广告问题。