Research On Cooperative Advertising Strategy Between Manufacturer And E-commerce Platform Under Agency Mode

In the environment where the mobile Internet is booming,the platform agent model is the most typical and common e-commerce operation mode.In addition to price strategy,product quality and quality service,the role of the company's marketing strategy is also very necessary.In order to attract more quality merchants to invest in more resources,the platform also actively launched a joint advertising plan to achieve a platform-business-consumer win-win situation.Based on this,this paper constructs a cooperative advertising model of monopoly supply chain and duopoly competition manufacturer and e-commerce platform under agent mode,theoretically analyzes the equilibrium result,and provides management enlightenment for e-commerce platform and manufacturer's advertising cooperation.This paper first constructs a secondary supply chain model consisting of monopolistic manufacturers and a single platform.Under the background of the platform launching cooperative advertising plan,it discusses whether manufacturers choose to cooperate with platform advertising,and compares the manufacturers under the wholesale price model.The difference in the choice of cooperative advertising strategies.The study found that in the agent mode,manufacturers always have the enthusiasm and platform to develop advertising cooperation.In the wholesale price mode,manufacturers prefer to choose to advertise separately;no matter what mode,the platform and manufacturer jointly advertise to the platform.It is beneficial.Then,this paper constructs a model of manufacturer cooperative advertising strategy based on duopoly in proxy mode.Under the background of platform launching cooperative advertising scheme,the cooperative advertising strategy of manufacturers in four different competition situations is studied.Studies have shown that in a competitive market environment,manufacturers should focus on the decisions of competitors to make decisions that are beneficial to them.When competitors choose to advertise separately,sensible manufacturers should choose to advertise with the platform to achieve higher market demand and benefits.When competitors choose to cooperate with the platform,manufacturers should also choose to cooperate with the platform to advertise,but the increased competition will make manufacturers into prisoner's dilemma.For the platform,it is profitable to launch a collaborative advertising program and encourage manufacturers to join the program,and the more manufacturers join,the more profitable the platform.