Differential Game Models of the Vertical Cooperative Advertising
纵向合作广告的微分对策模型研究

Based on the marketing channel composed of a manufacturer and a retailer,this paper assumes the retailer's advertising promotion has a negative impact on the brand goodwill,and we employ the methodology of differential games to investigate the manufacturer's and retailer's optimal advertising strategies in the Nash non-cooperative game,Stackelberg leader-follower game and coordinated cooperative game,in a dynamic setup respectively.And then the feedback equilibrium outcomes in the three game structure are comparatively analyzed.The results show that,the system profit,the manufacturer's and retailer's advertising investment in the coordinated game are more than those in the non-cooperative game.