合作广告的理论综述
摘要
本文综述了与合作广告有关的文献,最近几年这个主题引起了很多学者的关注,我们将从静态情境下与动态情境下分别进行阐述。
出处
《时代金融》
2015年第8X期19-,共1页
Times Finance
参考文献5
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1陆媛媛,李明芳.基于合作广告的零售商订货策略与渠道协调问题研究[J].山东大学学报（理学版）,2008,43(1):107-112. 被引量：5
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5Zhang,J,Q.L Gou,L.Liang,Z.M.Huang.Supplychaincoordination throughcooperativeadvertisingwithreferencepriceeffect. Omega:The International Journal of Management Science . 2013
二级参考文献10
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1张庶萍,张世英.供应链中合作广告策略的Stackelberg微分对策模型[J].西南交通大学学报,2005,40(4):513-518. 被引量：6
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2曹细玉,宁宣熙,覃艳华.易逝品供应链中的联合广告投入、订货策略与协调问题研究[J].系统工程理论与实践,2006,26(3):102-107. 被引量：27
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3CORBETT C J,de Xavier G.A supplier's optimal quantity discount policy under asymmetric information[J].Management Science,2000,46(3):444-450.
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5TSAY A A.Management retailer channel overstock:markdown money and return policies[J].Journal of Retailing,2001,77(4):451-492.
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6HUANG Zhimin,Susan X Li,Vijay Mahajan.An analysis of manufacturer-retailer supply chain coordination in cooperative advertising[J].Decision Sciences,2002,33(3):469-494.
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7YUE Jinfeng,Jill Austin,Wang Min Chiang,et al.Coordination of cooperative advertising in a two-level supply chain when manufacturer offers discount[J].European Journal of Operational Research,2006,168(11):65-85.
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8Steffen Jorgensen,Simon Pierre Sigue,Dynamic cooperative advertising in a channel[J].Journal of Retailing,2000,76(1):71-92.
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9KHOUJIA M,ROBBMS S S.Linking advertising and quantity decisions in the single-period inventory model[J].Int J Production Economics,2003,86:93-105.
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10周永务,杨善林.Newsboy型商品最优广告费用与订货策略的联合确定[J].系统工程理论与实践,2002,22(11):59-63. 被引量：44
共引文献5
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1朱七光.电子化营销时代的合作广告、价格策略与公司绩效[J].大连理工大学学报（社会科学版）,2010,31(3):40-45. 被引量：5
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2陆媛媛.合作广告效果评价方法研究[J].经济问题探索,2010(5):56-63.
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3陆媛媛.零售商竞争下的合作广告策略与订货策略[J].山东大学学报（理学版）,2011,46(1):71-78. 被引量：7
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4张家俊.制造企业产品广告投入与价格竞争的博弈分析[J].统计与决策,2011,27(4):182-184. 被引量：4
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5杜军,徐建,刘凯.基于演化博弈的供应链合作广告机制[J].系统工程,2015,33(1):108-115. 被引量：8
