| Summary: | 碩士 === 國立臺北科技大學 === 工業工程與管理系碩士班 === 102 === Due to increasing challenges and changing demand in highly competitive global supply chain environment. Up-downstream company which make consensus to transparent the degree of information will affect the optimization of whole supply chain. Member in channel are inseparable from each other, then, fulfilling the synergy in supply chain by collaboration is very importance. Cooperative advertising is response of manufacturer that demands on marketing expense of large retailers in major markets. Retailers are reluctant to spend more money on increasing their advertising budget, therefore, they seeks for manufacturer for financial assistance. This developed two-to-two model of supply chain structure to explore mutual coopetition relationship by game theory. The effect of profit degree for different channel position, how to allocate the optimal advertising expenditure and profit, this study is based on the Game theory to build up non-cooperative and cooperative game to conduct analysis. Finally, numerical example are applied to model for analysis and to comparison.
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