Study on Cooperative Advertising Based on Price Discounts in Fashion Supply Chain

摘要

According to direct channel and franchised channel in fashion marketing, a cooperative advertising game model is built based on price discounts in fashion supply chain. The optimal cooperative advertising investment, optimal price discounts and optimal system profit are compared under decentralized decision and centralized decision respectively, the relevant parameters about cooperative advertising decision are also analyzed. The results showed that, the manufacturer will provide price discounts under certain conditions, and the total profits under centralized decision are higher than decentralized decision, then a Nash bargaining model is adopt to achieve the profit redistribution under centralized decision.Finally, a numerical example is given to verify the related conclusions.