In this article, we study a two-echelon supply chain with a single manufacturer\nand a single retailer. In the case of advertising investment affecting the\nmarket demand, we use the theory of game theory, and respectively discuss\nthe coordination of general revenue sharing contract and revenue sharingadvertising\ncost sharing contract. The results show that: the general revenue\nsharing contract cannot achieve supply chain coordination. However, revenue\nsharing-advertising cost sharing contract in a specific form can achieve supply\nchain coordination. And in the appropriate revenue sharing contract parameters,\nit can also achieve a win-win situation between the two sides.
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