Research On Advertising Cooperation Strategy Of Dual Channel Supply Chain Under Different Power Structures

With the diversification of shopping channels,consumers purchase products from offline channels to online channels.In order to adapt to the changes of consumers’ shopping channels,enterprises have formed a dual channel supply chain with the coexistence of online and offline.Supply chain members often advertise in order to occupy more market share and improve sales profits.Advertising can not only increase consumers’ desire to buy,but also affect consumers’ choice of shopping channels.In reality,manufacturers usually carry out national advertising,increase product exposure and improve product sales;Retailers carry out regional advertising of offline sales channels to attract consumers to purchase activities.Although manufacturers and retailers adopt different forms of advertising,both types of advertising will have the same impact on market demand.Therefore,in order to increase the market demand for products,manufacturers and retailers will cooperate in the form of advertising to improve their operational efficiency.This paper studies how the members of the dual channel supply chain should cooperate in advertising under three different advertising strategies: the one-way cooperation of manufacturers in advertising,the one-way cooperation of retailers in advertising,and the two-way cooperation of manufacturers and retailers in advertising.Firstly,this paper establishes the decision-making mode of dual channel supply chain management under three advertising cooperation strategies of manufacturers as leaders,obtains the optimal advertising investment and cost sharing ratio of members,and analyzes the impact of different advertising cooperation strategies on supply chain performance;Secondly,it analyzes the changes of decision-making and profit of supply chain members under the above three advertising cooperation strategies when retailers are leaders;Finally,the effects of different right structures on the operation decision-making and performance of dual channel supply chain are compared.The research shows that:(1)no matter who is the leader of dual channel supply chain,the two-way advertising cooperation of supply chain members is always better than one-way advertising cooperation.(2)Whether it is two-way advertising cooperation or one-way advertising cooperation,if the followers in the supply chain share the advertising cost,the share proportion is always zero.(3)In one-way advertising cooperation,the followers in the dual channel supply chain put in advertising,and the leaders share the advertising cost,which is beneficial to the members of the supply chain.