【摘要】 基于单一制造商与单一零售商所组成的渠道结构,假设零售商广告促销活动对制造商品牌商誉存在消极影响,运用微分对策的方法,分别考察了动态架构中Nash非合作博弈、Stackelberg主从博弈以及协同合作博弈情形下制造商与零售商的最优广告策略,并对此三种博弈结构下的反馈均衡结果进行了比较分析,发现协同合作博弈情形下的系统利润、制造商和零售商广告投入都要优于非合作博弈情形时的对应值.更多还原

【Abstract】 Based on the marketing channel composed of a manufacturer and a retailer,this paper assumes the retailer’s advertising promotion has a negative impact on the brand goodwill,and we employ the methodology of differential games to investigate the manufacturer’s and retailer’s optimal advertising strategies in the Nash non-cooperative game,Stackelberg leader-follower game and coordinated cooperative game,in a dynamic setup respectively.And then the feedback equilibrium outcomes in the three game structure are comparatively analyzed.The results show that,the system profit,the manufacturer’s and retailer’s advertising investment in the coordinated game are more than those in the non-cooperative game.更多还原