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在合作广告文献中,重点研究一个制造商是领导者而零售商是追随者之间的关系.最近对市场结构的考察已显示出零售势力从制造商向零售商的转移.由于这种新市场现象的出现,文章意欲考察一个制造商和一个零售商在品牌投资、地方广告支出和广告费用共享规则上进行交易时纵向合作广告的效率.本文的探讨基于两个非合作性博弈模型.
In cooperative advertising literature, the focus is on the relationship between a manufacturer as a leader and a retailer as a follower.Recent reviews of the market structure have shown the shift of retail power from manufacturer to retailer, and as a result of this new market Phenomenon, the article intends to examine the efficiency of a vertical cooperative advertisement when a manufacturer and a retailer trade in the rules of brand investment, local advertising expenditure and advertising cost sharing.This paper is based on two non-cooperative game models.