Research on Cooperative Advertising Decisions in Dual-Channel Supply Chain Under Asymmetric Demand Information When Online Channel Implements Discount Promotion

摘要

This paper analyzes the both online-channel price discount and advertising decisions in a dual-channel supply chain involved one manufacturer and one retailer. A Stackelberg game dominated by the manufacturer is established. The influence of asymmetric demand information is analyzed. The study shows that retailer has a motivation to lie about the offline demand information and it always announces a higher advertising impact factor. To induce the retailer to reveal to true demand information, a franchise-fee contract is designed.