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

摘要： 为研究在线渠道提供价格折扣对合作广告策略的影响,考虑由一个制造商和一个在线零售商组成的两级供应链系统,通过构建价格折扣和合作广告需求模型,分别求得集中决策和Stackelberg主从博弈下均衡的合作广告策略。研究结果表明,随着价格折扣的增大,制造商品牌广告投入及其对在线零售商促销广告投入的分担比例相应提高,在线零售商促销广告的变化与价格折扣程度相关。进一步对比了集中决策和Stackelberg主从博弈下均衡的系统利润水平,给出了一个双向参与合作广告协调策略,实现了供应链协调。

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