Co-op Advertising Models in Simple Supply Chain Based on a Game Theory Approach
基于一个博弈论方法的简单供应链合作广告模型

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.