中文摘要：

考虑随机需求下需求受合作广告与货架展示量的双重影响,建立了Nash合作博弈、制造商为主导的Stackelberg博弈和零售商为主导的Stackelberg博弈模型,并对3种模型的均衡结果进行分析。研究结果表明：在制造商为主导的Stackelberg博弈下,制造商满足一定条件时会对零售商进行广告分担;在零售商为主导的Stackelberg博弈下,零售商地方性广告投入越多时货架展示量投入却越少。最后,给出了数值算例对模型进行仿真计算与分析。

英文摘要：

Considering the demand influenced by cooperative advertising and shelf-space under stochastic demand,the models of Nash cooperative game,manufacturer-Stackelberg game,retailer-Stackelberg game are built up,and then the equilibrium results of the three models are analyzed.It is concluded that the manufacturer of manufacturer-Stackelberg game needs to meet certain condition to share the retailer＇s local advertising expense.The more the retailer of retailer-Stackelberg game expends in local advertising,then the less in shelf-space.Nash cooperative game has more Pareto advantage.Finally,numerical examples are given to conduct the simulation calculation and analysis of the model.