期刊名称：International Journal of Industrial Engineering Computations
印刷版ISSN：1923-2926
电子版ISSN：1923-2934
出版年度：2014
卷号：5
期号：1
页码：23-40
DOI：10.5267/j.ijiec.2013.09.006
语种：English
出版社：Growing Science Publishing Company
摘要：Co-op advertising is an interactive relationship between manufacturer and retailer(s) supply chain and makes up the majority of marketing budget in many product lines for manufacturers and retailers. This paper considers pricing and co-op advertising decisions in two-stage supply chain and develops a monopolistic retailer and duopolistic retailer & apos; s model. In these models, the manufacturer and the retailers play the Nash, Manufacturer-Stackelberg and cooperative game to make optimal pricing and co-op advertising decisions. A bargaining model is utilized for determine the best pricing and co-op advertising scheme for achieving full coordination in the supply chain.
