零售商竞争下的垂直合作广告模型

Abstract

Abstract: The previous research of the cooperative advertising question mainly concentrates on the situation of single manufacturer and single retailer.This paper expands studying to the situations of single manufacturers and multiple competitive retailers.The retailer’s commodity demand volume is influenced by competitor’s advertising input as well as by one’s own advertising inputting.In this case,cooperative advertising issue is different from single retailer case.Then under the new situation,how are the retailer’s advertising input tactics?How do manufacturers make the replenishing policy to different retailer?Which factor influence and how influence choice of marketing channel?These questions are the main contents of this paper.

Key words: Co-op advertising, advertising reimbursement policy, marketing channel, cooperation

CLC Number:

F713

WANG Lei, LIANG Liang, WU De-sheng, XIONG Li. Vertical Cooperative Advertising Model under Retailers’ Competition[J]. Chinese Journal of Management Science, 2005, (2): 63-69.

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Vertical Cooperative Advertising Model under Retailers’ Competition

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