关键词: 供应链, 差异化, 双店模式, Stackelberg博弈

Abstract: To research the product differentiation of Online and Offline integration (OAO) supply chain cooperative advertising strategy,aiming at the OAO supply chain composed of a single manufacturer and single retailer,the advertising and advertising share proportion under the centralized decision-making and decentralized supply chain members were obtained with differential game.The results showed that the proportion was closely related to the channel product goodwill,the marginal profit margin of supply chain members and the degree of product differentiation.Under Stackelberg game,the optimal advertising strategy of the retailer was to not share the advertising input of the manufacturer's online channel to the traditional channel,and an advertising expense sharing contract was designed to realize supply chain coordination.The numerical examples were used to verify the conclusion.

Key words: supply chains, differentiation, double store model, Stackelberg game