简单二级供应链中最优合作广告策略分析

摘要

With the rapid development of the advertising industry,thecooperative advertising between upstream manufacturers anddownstream retailers in the supply chain system has become a key product distribution strategy in recent years. In order to enhance the brand awareness and reputation,to establish and maintain brand image,to allow more potential consumers to switch to actual purchasing power,andto improveproduct sales and profitability,it is necessary for manufacturers and retailers to develop appropriate advertising programs.From the perspective of game theory,4 types of advertising investment patterns are constructed from the non cooperation and cooperation.And through the comparison and analysis to draw some conclusions,to provide theoretical reference for the stakeholders to develop optimal cooperative advertising strategy in the supply chain system.%随着广告业的迅猛发展，供应链系统中上游制造商和下游零售商之间的合作广告成为近年来十分关键的一种产品分销策略。为了提升品牌的认知度和美誉度，建立和维持品牌形象，让更多潜在消费者转换为实际购买力，进而提高产品销量和取得盈利，制造商和零售商拟定适当的合作广告方案尤为必要。从博弈论角度出发，分别从非合作以及合作情形下构建了4种广告投资模式。通过对比和分析得出部分结论，为供应链系统利益相关者拟定最优合作广告策略提供理论参考依据。