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

摘要：

基于网络零售平台与制造商的合作广告实践，运用Stackelberg博弈理论研究了平台交叉销售效应及合作广告引导作用对O2O供应链合作广告决策的影响，并通过数值算例对参与合作广告计划前后渠道成员的决策变量均衡结果和利润进行对比分析，研究发现平台交叉销售效应是影响网络零售平台合作广告计划制定和实施的关键因素，只有当其达到一定水平时，制造商才拥有参与网络零售平台合作广告计划的资格；在一定条件时，合作广告计划能够实现制造商和网络零售平台利润的提升；当平台交叉销售效应较大时，网络零售平台获得的利润大于制造商。

关键词: 网络零售平台, 交叉销售, O2O供应链, 合作广告