关键词: 在线零售商, 合作广告, 价格折扣, 供应链, Stackelberg博弈

Abstract: To research the influence of price discount offered by online channel on cooperative advertising strategy,a two-echelon supply chain system composed of a manufacturer and an online retailer was considered.By developing a product demand model with cooperative advertising and price deduction,the equilibrium advertising investments and advertising sharing ratio under centralized and decentralized decision settings were obtained respectively.The results showed that the manufacturers national advertising investment and advertising sharing ratio were increased as price deduction increased;the change of the retailers promotion advertising investment was related to the specific value of price discount.Through further comparing the profits of supply chain system under centralized setting with those under decentralized setting,a Bilateral-advertising-cost-sharing contract was proposed to coordinate the supply chain system.

Key words: online retailer, cooperative advertising, discount, supply chains, Stackelberg game