摘要：AbstractThis paper addresses the channel coordination problem under the consignment mode based on the optimal control method. Considering the impacts from the advertising and platform goodwill onto the market demand, the equilibrium strategies regarding the pricing and the advertising are computed within the centralized and decentralized settings by applying the optimal control theory. Moreover, this paper compares the optimal control strategies in the two decision structures, where the comparison shows that the channel players invest more in advertising under the centralized case only when the share of the revenue exceeds a certain threshold. In addition, a contract scheme including the platform use fees and the cooperative advertising is proposed, which leads to profit Pareto improvements for the channel members. Finally, some simulations are provided to illustrate the impacts of the systems parameters onto the platform goodwill and coordination.
