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期刊论文

A Study of the Joint Advertising Channels

雷明Ming Lei S.G. Sun D. Yang

Journal of Service Science and Management,-0001,():

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摘要/描述

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 mod-els 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.

版权说明:以下全部内容由雷明上传于   2015年03月09日 18时10分34秒,版权归本人所有。

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