%0 Journal Article
%T Co-op Advertising Models in Simple Supply Chain Based on a Game Theory Approach<br>基于一个博弈论方法的简单供应链合作广告模型
%A LUO Wei~
%A {
%A }
%A ZHANG Zi-gang~
%A OUYANG Ming-De~
%A <br>罗卫
%J 系统工程理论与实践
%D 2004
%I 
%X In the literature of cooperative (co-op) advertising, the focus of research is on a relationship in which a manufacturer is the leader and retailers are followers. Recent market structure reviews have shown a shift of retailing power from manufacturer to retailers. Based on this new market phenomenon, we intend to explore the role of vertical co-op advertising efficiency with respect to transactions between a manufacturer and a retailer through brand name investment, local advertising expenditures, and sharing rules of advertising expenses. Two co-op advertising models are discussed which are based on two non-cooperative games.
%K decision analysis
%K game theory
%K Co-op advertising
%K equilibrium
%K coordination<br>决策分析
%K 博弈论
%K 合作广告
%K 均衡
%K 协作
%U http://www.alljournals.cn/get_abstract_url.aspx?pcid=01BA20E8BA813E1908F3698710BBFEFEE816345F465FEBA5&cid=962324E222C1AC1D&jid=1D057D9E7CAD6BEE9FA97306E08E48D3&aid=7F8E5304C03CF4A5&yid=D0E58B75BFD8E51C&vid=B91E8C6D6FE990DB&iid=0B39A22176CE99FB&sid=4AD960B5AD2D111A&eid=933658645952ED9F&journal_id=1000-6788&journal_name=系统工程理论与实践&referenced_num=16&reference_num=9