Game Study On Cooperative Advertising Model In Fashion Supply Chain

Cooperative advertising as an effective collaboration mechanism in supply chain, it plays an important role in clothing marketing strategy. Clothing cooperative advertising shows that clothing manufacturer implements the national brand advertising, and the clothing retailer implements the local promotional advertising, then clothing manufacturer subsidies some retailer’s local promotional advertising costs. The national brand advertising attracts clothing consumers to concerned about the brand or enterprise and help the consumers build brand awareness and consumer preferences, then the local promotional advertising stimulates the actual purchase decision on potential consumers, and promote the clothing product sales finally.Clothing advertising as a promotional tool in enterprise, it plays an important role in transfer clothing product information, strengthen the corporate image, prominent clothing selling point and influence consumer purchasing decisions and so on, it can create brand value, and increase and maintain the clothing sales. However, according to the product sales law, with the advertising investment increase on targeted products, the product potential demand and actual purchases will rise, but it will reach the market demand saturation eventually. In a sense, cooperative advertising can not achieve the desired stimulus effect when more or less, it exists an optimal investment value and an optima income in cooperative advertising transfer process.In this paper, it will combine the direct channel and franchised channel in clothing marketing, consider cost-sharing or price discounts as a cooperative advertising subsidy, and establish the mathematical model that effected by cooperative advertising, then the optimal national advertising investment, the optimal local promotional advertising investment, the optimal cost-sharing, the optimal price discounts and the supply chain system profit characteristics are compared and discussed by taking the game theory methods under the stackelberg game, Nash game and complete cooperative game in fashion supply chain, and the effect of relevant parameters on cooperative advertising decisions are also analyzed.The results show that the clothing manufacturer will implement cooperative advertising under certain conditions, and the higher subsidies on advertising costs or price discounts, the more local promotional advertising that clothing retailer will invest; The cooperative advertising investment under complete cooperative game are higher than stackelberg game,and cooperative advertising investment under Nash game is the lowest level; The cooperative advertising subsidies under stackelberg game are higher than Nash game, and cooperative advertising subsidies under complete cooperative game depending on bargaining power themselves; The both revenue and supply chain systems revenue under complete cooperative game are higher than stackelberg game and Nash game when clothing manufacturer and clothing retailer implement the cooperative advertising, and both revenue and supply chain systems revenue under Nash game is the lowest level, then a Pareto optimal solution is gained to achieve supply chain coordination with a bargaining model.