Game Analysis On Cooperative Advertising In Dual-supply Chain By Considering E-marketing

With the rapid development of e-commerce and network technology and the changing of consumption style,more and more companies open online channel positively and through which sell products to consumers directly.E-commerce platform provides convenience to information transmission of retail transactions and online payment.Dual supply chain becomes the important way to goods transaction of enterprise.Moreover,cooperative advertising as a mainstay of marketing strategy and an indispensable cooperation mechanism of product distribution,many enterprises wish to improve supply chain performance and market demand through cooperative advertising strategy.Especially in the network times,enterprises using dual supply chain structure and cooperative advertising strategy have great significance.This thesis systematically sums up and evaluates existing researches from three parts which are E-marketing,dual supply chains,cooperative advertising based on the background of the development of e-commerce and the essentiality of cooperative advertising.Then,this thesis analyzes cooperative advertising effect on dual supply chain in the view of marginal profit and pricing strategy by considering online advertising.And by comparing the equilibrium solutions of non-coop advertising model,cooperative advertising model,and alliance model in the view of margin profit firstly.Trough building optimization model of manufacture and retail,we use data analysis and two stages game to economic effect of cooperative advertising in dual supply chain.Then this thesis introduces price into online advertising condition to analyze pricing strategy,cooperative advertising strategy and supply chain performance of manufacture and retailer in decentralized structure and centralized structure of dual supply chain.Finally,this thesis investigates the condition that manufacture uses online distribution retailer to replace shop retailer,and thesis analyzes pricing strategy and cooperation advertising strategy of dual supply chain.Through building two stages game model of online distribution retailer channel and online direct channel,this thesis considers cooperative advertising and pricing strategy in centralized and decentralized dual supply chain model,and analyzes the relationships of market coverage of retailer channel,web fit and price,cooperative advertising,the revenue of manufacture and retailer.This thesis investigates the cooperative advertising of dual supply chain by using game theory in network marketing condition,which improves the theoretical research of dual supply chain and cooperative advertising and provides enterprise with decision reference.