摘要
针对旅游供应链上景区与旅行社的合作广告行为,用渠道权力来衡量供应链成员的讨价还价实力,并构建基于渠道权力的供应链协调契约,得到供应链协同下的最优合作广告策略,为政府和行业协会推动景区与旅行社间的合作提供理论基础,同时为研究供应链企业的协调契约提供一种探索性的思路。
Aiming at the cooperative advertising action between the scenic points and the travel a- gencies in the tourism supply chain, this article uses channel power to measure the supply chain mem- bers＇ bargaining power, builds supply chain coordination contract based on channel power, and pro- poses the optimal cooperative advertising strategy. This article aims to provide a theoretical basis for the cooperation between the scenic points and the travel agencies under the promotion of government and industry associations and puts forward an exploratory path for building a supply chain coordina- tion contract.
出处
《管理学报》
CSSCI
北大核心
2013年第2期260-265,共6页
Chinese Journal of Management
基金
国家自然科学基金资助项目(70761001
71161008)
关键词
合作广告
供应链协调
讨价还价实力
渠道权力
广告分担率
cooperative advertising
supply chain coordination
bargaining power
channel pow- er
co-op advertising participation
