电子商务环境下零售企业合作广告问题研究是通过改进前人关于地方性广告对市场影响的假设模型,用非线性函数替代传统模型中的固定增量,以接近市场的真实博弈情境;通过对上下游零售企业与制造商双方边际利润与产品价格弹性系数等相关经济参数的计算,分析各因素对参与方产生的影响并对部分结论进行实证分析。 Under the e-commerce environment, the research of cooperative advertising of retail enterprises is to improve the predecessor’s model of the influence of local advertising on the market, replace the fixed increment in the traditional model with a nonlinear function, to approach the real game situation of the market; Calculate the relevant economic parameters such as marginal profit and product price elasticity coefficient between downstream retailers and manufacturers, analyze the influence of various factors on the participants, and conduct empirical analysis on some conclusions.