{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,7,15]],"date-time":"2026-07-15T06:17:39Z","timestamp":1784096259167,"version":"3.55.0"},"reference-count":18,"publisher":"MDPI AG","issue":"1","license":[{"start":{"date-parts":[[2019,1,18]],"date-time":"2019-01-18T00:00:00Z","timestamp":1547769600000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Algorithms"],"abstract":"<jats:p>A lot of research work has studied the auction mechanism of uncertain advertising cooperation between the e-commerce platform and advertisers, but little has focused on pricing strategy in stable advertising cooperation under a certain market power structure. To fill this gap, this paper makes a study of the deep interest distribution of two parties in such cooperation. We propose a pricing strategy by building two stackelberg master-slave models when the e-commerce platform and the advertiser are respectively the leader in the cooperation. It is analyzed that the optimization solution of the profits of both parties and the total system are affected by some main decision factors including the income commission proportion, the advertising product price and the cost of advertising effort of both parties\u2019 brand in different dominant models. Then, some numerical studies are used to verify the effectiveness of the models. Finally, we draw a conclusion and make some suggestions to the platforms and the advertisers in the e-commerce advertising cooperation.<\/jats:p>","DOI":"10.3390\/a12010024","type":"journal-article","created":{"date-parts":[[2019,1,18]],"date-time":"2019-01-18T05:41:08Z","timestamp":1547790068000},"page":"24","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":8,"title":["A Pricing Strategy of E-Commerce Advertising Cooperation in the Stackelberg Game Model with Different Market Power Structure"],"prefix":"10.3390","volume":"12","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-1815-5831","authenticated-orcid":false,"given":"Ling","family":"Zhu","sequence":"first","affiliation":[{"name":"School of Economics and Management, Tongji University, Shanghai 200092, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Jie","family":"Lin","sequence":"additional","affiliation":[{"name":"School of Economics and Management, Tongji University, Shanghai 200092, China"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1968","published-online":{"date-parts":[[2019,1,18]]},"reference":[{"key":"ref_1","unstructured":"Young, R.F., and Greysor, S. (1983). Managing Cooperative Advertising: A Strategic Approach, Lexington Books."},{"key":"ref_2","unstructured":"Crimmins, E.C. (1984). Cooperative Advertising, Gene Wolf."},{"key":"ref_3","doi-asserted-by":"crossref","first-page":"70","DOI":"10.1108\/08858629310041348","article-title":"The Enigma of Cooperative Advertising","volume":"8","author":"Roslow","year":"1993","journal-title":"J. Bus. Ind. Mark."},{"key":"ref_4","doi-asserted-by":"crossref","first-page":"309","DOI":"10.1177\/002224377200900310","article-title":"Vertical Cooperative Advertising Venture","volume":"9","author":"Berger","year":"1972","journal-title":"J. Mark. Res."},{"key":"ref_5","doi-asserted-by":"crossref","first-page":"1120","DOI":"10.1057\/jors.1996.141","article-title":"Modelling Cooperative Advertising Decisions in Franchising","volume":"47","author":"Dant","year":"1996","journal-title":"J. Oper. Res. Soc."},{"key":"ref_6","doi-asserted-by":"crossref","first-page":"469","DOI":"10.1111\/j.1540-5915.2002.tb01652.x","article-title":"An Analysis of Manufacturer-Retailer Supply Chain Coordination in Cooperative Advertising","volume":"33","author":"Huang","year":"2002","journal-title":"Decis. Sci."},{"key":"ref_7","doi-asserted-by":"crossref","first-page":"65","DOI":"10.1016\/j.ejor.2004.05.005","article-title":"Coordination of Cooperative Advertising in a Two-level Supply Chain When Manufacturer Offers Discount","volume":"168","author":"Yue","year":"2006","journal-title":"Eur. J. Oper. Res."},{"key":"ref_8","first-page":"436","article-title":"Game Analysis on Cooperative Advertising between Firms within a Supply Chain","volume":"11","author":"Lin","year":"2005","journal-title":"J. Shanghai Univ. (Natural Sci.)"},{"key":"ref_9","doi-asserted-by":"crossref","first-page":"71","DOI":"10.1016\/S0022-4359(99)00024-X","article-title":"Dynamic Cooperative Advertising in a Channel","volume":"76","author":"Sigue","year":"2000","journal-title":"J. Retail."},{"key":"ref_10","doi-asserted-by":"crossref","first-page":"395","DOI":"10.1016\/S0377-2217(02)00641-0","article-title":"Retail Promotions with Negative Brand Image Effects: Is Cooperation Possible?","volume":"150","author":"Taboubi","year":"2003","journal-title":"Eur. J. Oper. Res."},{"key":"ref_11","doi-asserted-by":"crossref","first-page":"22","DOI":"10.1016\/j.ejor.2013.06.032","article-title":"A Two-period Game of a Closed-loop Supply Chain","volume":"232","author":"Zaccour","year":"2014","journal-title":"Eur. J. Oper. Res."},{"key":"ref_12","doi-asserted-by":"crossref","first-page":"6710","DOI":"10.1080\/00207543.2017.1346324","article-title":"Pricing Decisions in Closed-loop Supply Chains with Marketing Effort and Fairness Concerns","volume":"55","author":"Ma","year":"2017","journal-title":"Int. J. Prod. Res."},{"key":"ref_13","doi-asserted-by":"crossref","first-page":"137","DOI":"10.1287\/ijoc.1050.0135","article-title":"Implementing Sponsored Search in Web Search Engines: Computational Evaluation of Alternative Mechanisms","volume":"19","author":"Feng","year":"2007","journal-title":"INFORMS J. Comput."},{"key":"ref_14","doi-asserted-by":"crossref","first-page":"1845","DOI":"10.1111\/poms.12090","article-title":"Advertising in Asymmetric Competing Supply Chains","volume":"23","author":"Liu","year":"2014","journal-title":"Prod. Oper. Manag."},{"key":"ref_15","first-page":"29","article-title":"Research on the Joint Decision-making Model of Supply Chain Advertising and Pricing","volume":"28","author":"Zhou","year":"2014","journal-title":"Soft Sci."},{"key":"ref_16","doi-asserted-by":"crossref","first-page":"263","DOI":"10.1016\/j.ejor.2010.11.014","article-title":"A Game Theoretic Approach to Coordinate Pricing and Vertical Co-op Advertising in Manufacturer retailer Supply Chains","volume":"211","author":"Mir","year":"2011","journal-title":"Eur. J. Oper. Res."},{"key":"ref_17","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1016\/j.ejor.2013.12.017","article-title":"A Survey of Game-theoretic Models of Cooperative Advertising","volume":"237","author":"Zaccour","year":"2014","journal-title":"Eur. J. Oper. Res."},{"key":"ref_18","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1016\/j.ejor.2013.08.010","article-title":"Cooperative Advertising Models in Supply Chain Management: A Review","volume":"234","author":"Aust","year":"2014","journal-title":"Eur. J. Oper. Res."}],"container-title":["Algorithms"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.mdpi.com\/1999-4893\/12\/1\/24\/pdf","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,10,11]],"date-time":"2025-10-11T12:27:05Z","timestamp":1760185625000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.mdpi.com\/1999-4893\/12\/1\/24"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2019,1,18]]},"references-count":18,"journal-issue":{"issue":"1","published-online":{"date-parts":[[2019,1]]}},"alternative-id":["a12010024"],"URL":"https:\/\/doi.org\/10.3390\/a12010024","relation":{},"ISSN":["1999-4893"],"issn-type":[{"value":"1999-4893","type":"electronic"}],"subject":[],"published":{"date-parts":[[2019,1,18]]}}}