Consider Advertising And Performance Of Supply Chain Dual Channel Supply Chain Cooperation Fair Concern

The rapid development of the Internet and third part logistics, more and more manufacturers set up online direct channel on the bases of the original traditional retail channel. Although dual channel structure can better realize the market penetration, the consequent event is channel conflict, and cooperative advertising as a strategy to alleviate channel conflict is paid attention by researchers. Aiming at the problem of cooperative advertising in dual channel, this paper developed cooperative advertising models in dual channel from two points of fairness neutral and fairness concern using game theory, and analyzed the optimal cooperative advertising mechanism. Further, this paper explored the dual channel supply chain performance by using bargaining model.Firstly, this paper systematically reviewed the theory results in research of dual channel and cooperative advertising. On the basis of these results, we derived the topic of this paper by combining the market environment facing by enterprises and the shortages of existing researches.Secondly, this paper studied cooperative advertising strategies in dual channel supply chain by introducing cost apportionment cooperative advertising strategy and price discount cooperative advertising strategy. By comparing the two different co-op advertising strategies, this paper found that if certain conditions is satisfied, cost apportionment cooperative advertising strategy is the optimal choice of both sides advertising strategies; price discount cooperative advertising strategy is never satisfactory to both sides in any condition.Thirdly, this paper gave up the assumption that the decision makers in dual channel supply chain were rational, and focused on analyzing the impact of the retailer’s fairness concern on cooperative advertising in dual channel supply chain. By comparing the fairness neutral and fairness concern cooperative advertising strategies, this paper founded:the retailer’s fairness concern influences cooperative degree, local advertising and profit; the same as fairness neutral dual channel supply chain, facing different cooperative advertising strategies, cost apportionment cooperative advertising strategy is the optimal choice of both sides if certain conditions is satisfied; price discount cooperative advertising strategy is never satisfactory to both sides in any condition.Finally, this paper focused on exploring the performance of dual channel supply chain including fairness retailer. By comparing the optimal decisions of centralization supply chain and decentralization supply chain, this paper founded:the retailer’s fairness concern aggravates the effect of double marginalization and deteriorates the efficiency of the supply chain; the manufacturer and the fairness concerned retailer in dual channel supply chain can realize the optimal of dual channel supply chain performance and win-win by strategy alliance and bargaining mechanism.