关键词: 网络零售平台, 交叉销售, O2O供应链, 合作广告

Abstract:

Based on the practice of cooperative advertising between online retail platform and manufacturer, this paper uses Stackelberg game theory to study the cross-selling effect of platform and the influence of cooperative advertising guidance on cooperative advertising decision-making in O2O supply chain. Through numerical examples, the equilibrium results and profits of channel members before and after participating in cooperative advertising plan are compared and analyzed：the cross-selling effect of platform is the key factor influencing the formulation and implementation of cooperative advertising plan for online retail platform. Only when it reaches a certain level, manufacturers can have the qualification to participate in cooperative advertising plan for online retail platform; under certain conditions, cooperative advertising plan can improve the profits of manufacturers and online retail platform; when the cross-selling effect of platform is large, the profits of online retail platform is greater than that of the manufacturer.

Key words: online retail platform, cross selling, O2O supply chain, cooperative advertising