Cooperative Advertising Research with Product Pricing

DOI

10.2991/icemct-16.2016.38How to use a DOI?

Keywords

Cooperative advertising; pricing; Game

Abstract

On the supply chain channel of a single manufacturer and single retailer, we research the cooperative advertising expenditures and product pricing. We consider the price into the cooperative advertising decisions, and use the four different games to research the decision to choose the optimal advertising, the optimal pricing and the optimal profit between the manufacturer and retailer, respectively. Through comparative analysis, we know in cooperative game situation, we spend the most on advertising, the lowest price, but the profit is the highest. In the situations of Stackelberg retailer game, we have the manufacturer's maximum profit.

Copyright

© 2016, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Zheng Wang
PY  - 2016/04
DA  - 2016/04
TI  - Cooperative Advertising Research with Product Pricing
BT  - Proceedings of the 2016 International Conference on Education, Management and Computing Technology (ICEMCT-16)
PB  - Atlantis Press
SP  - 187
EP  - 195
SN  - 2352-5398
UR  - https://doi.org/10.2991/icemct-16.2016.38
DO  - 10.2991/icemct-16.2016.38
ID  - Wang2016/04
ER  -