系统管理学报2011，Vol.20Issue(4)：448-455,8.
考虑溢出效应的互补品企业合作广告协调
A Study on the Coordination in Cooperative Advertising between the Enterprises producing Complementary Goods with Spillover Effect
摘要
Abstract
Aimed at the spillover effect in advertising and sales promotion between enterprises producing complementary goods, a cooperative advertising game model based on participate rate between the complementary goods enterprises is developed. The optimal strategies and profits of the complementary goods enterprises under Stackelberg game and Nash cooperative game are compared, and those under Nash cooperative are proved having Pareto advantage. Further, the surplus of advertising cooperation is shared by using Rubinstein bargaining model, and a Pareto cooperative scheme which can coordinae marketing systems is obtained. A numerical example is given to demonstrate the validity of the conclusions.关键词
互补品/溢出效应/合作广告/讨价还价Key words
complementary goods/ spillover effect/ cooperative advertising/ bargaining分类
管理科学引用本文复制引用
田丽娜,但斌,董绍辉..考虑溢出效应的互补品企业合作广告协调[J].系统管理学报,2011,20(4):448-455,8.基金项目
国家自然科学基金资助项目(70972056) （70972056）
