Abstract: To research the cooperative advertising strategy with lagged effect of both manufacturer and retailers advertisements in dual-channel supply chain,a dynamic brand goodwill model with time-delay was obtained.By utilizing the maximum principle,the optimal advertising strategies,the brand goodwill and the entire supply chain profits were obtained under the decentralized decision-making and centralized decision-making,respectively.The optimal advertising cost share proportion under the decentralized decision-making was given.Results indicated that the national advertising lagged time only affected the national advertising and the local advertising lagged time only affected the local advertising.The brand goodwill increased with not only the national advertising delay time but also the local advertising delay time.In the decentralized decision-making,the advertising share proportion negatively correlated with the local advertising delay-time,but the advertising share proportion was uncorrelated with the national advertising delay-time.When the local advertising delay-time and the national advertising delay-time satisfy certain conditions,the entire supply chain profit in the centralized decision was less than that in the decentralized decision.

Key words: supply chains, cooperative advertising, lagged effect, dynamic model, differential game

摘要： 为研究双渠道供应链中制造商和零售商的广告均具有延时效应时的合作广告问题,建立了品牌信誉受广告延时效应影响的动态合作广告模型。运用极大值原理,得到集中决策和分散决策下的广告投入、品牌商誉和广告分担率。研究结果表明,全国性广告和地方性广告的延时时间只影响对应的广告投入,品牌商誉随着广告延时时间的增加而增大;在分散决策下,广告分担率与地方性广告的延时时间负相关,与全国性广告的延时时间不相关;当两种广告延时时间均较大时,供应链在分散决策下的利润大于集中决策。

关键词: 供应链, 合作广告, 延时效应, 动态模型, 微分对策