School of Management, Shenyang University of Technology, Shenyang, PR China.
PLoS One. 2024 Jun 12;19(6):e0303525. doi: 10.1371/journal.pone.0303525. eCollection 2024.
With the development of low-carbon economy and the dominant position of retailers, through the establishment and comparison of three cooperative advertising models: model of supplier's independent advertising, model of supplier's independent advertising and model of retailer's and supplier's cooperative advertising, this paper studies the cooperative advertising decision-making of fresh agricultural products supply chain with two channels, and the demand of both channels is affected by the level of advertising investment, the proportion of advertising cost sharing and the efficiency of carbon emission reduction. The results show that when supplier and retailer adopt the two-way cooperative advertising mode, the demand and profit level of the two channels reach the optimal level. Numerical analysis shows that carbon emission reduction efficiency has an important impact on profits and market demand, which is closely related to cooperative advertising strategy.
随着低碳经济的发展和零售商的主导地位，通过建立和比较三种合作广告模式：供应商独立广告模式、供应商独立广告和零售商与供应商合作广告模式，本文研究了具有两个渠道的新鲜农产品供应链的合作广告决策，两个渠道的需求都受到广告投资水平、广告成本分担比例和碳排放减排效率的影响。结果表明，当供应商和零售商采用双向合作广告模式时，两个渠道的需求和利润水平达到最佳水平。数值分析表明，碳减排效率对利润和市场需求有重要影响，这与合作广告策略密切相关。
