文章基本信息

标题：A Study of the Joint Advertising Channels
本地全文：下载
作者：Ming LEI ; Shuguang SUN ; Dan YANG 等
期刊名称：Journal of Service Science and Management
印刷版ISSN：1940-9893
电子版ISSN：1940-9907
出版年度：2009
卷号：2
期号：4
页码：418-426
DOI：10.4236/jssm.2009.24050
出版社：Scientific Research Publishing
摘要：The study of joint advertising channels decision-making is a very difficult issue. It mainly focuses on ads investment game between a manufacturer and a retailer in a vertical supply chain. With the rise of the game theory, scholars have been starting to investigate this issue in the frame of game theory in recent years. The paper improves the existing models and introduces single-period and multi-period modified models. The paper obtains the closed-form solutions to the single-period model and the simulation results of the multi-period model. We also examine the implications of these results and obtain some insights into the real practice.
关键词：Joint Advertising Channel; Game Theory; Simulation Method