Abstract: Based on a supply chain composed of a manufacturer and an online retailer, this paper studies the interaction between selling format and cooperative advertising. This paper firstly develops four Stackelberg game models under different selling formats and different cooperative advertising strategies by considering the common impact of retailing price and advertising level on demand, and then compares channel members’ profits under different models. The results show that under agency format, cooperative advertising can boost both the manufacturer’s and the online retailer’s profit. However, under reselling format, the manufacturer tends to bear less than half of the advertising expenses, and this behavior will hurt the online retailer’s profit. Besides, the manufacturer should choose agency format regardless of the cooperative advertising strategy. The online retailer should choose reselling format under non-cooperative advertising strategy, while its choice for selling format depends on the advertising cost share rate under cooperative advertising strategy.

Key words: online retail platform, selling format, cooperative advertising, Stackelberg game

摘要： 基于一个制造商和一个网络零售商组成的供应链，考虑零售价格和广告水平对需求的共同影响，依据销售模式的不同以及是否开展合作广告建立四种Stackelberg博弈模型。通过对比分析渠道成员在不同模型下的均衡利润，研究制造商的销售模式选择以及其与网络零售商的合作广告决策。研究发现：代销模式下，开展合作广告对制造商和网络零售商均有利；转销模式下，制造商应分担少于一半的广告费用来获得更多利润，而这将损害网络零售商的利润；无论是否开展合作广告，制造商选择代销模式可获得更多利润；不开展合作广告时，网络零售商在转销模式下获利更多，而开展合作广告时，网络零售商在何种销售模式下获利更大取决于广告投入分担率的大小。

关键词: 网络零售平台, 销售模式, 合作广告, Stackelberg博弈