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中文摘要：
考虑了由单个制造商两个零售商所组成的供应链生产销售Newsvendor型产品的合作广告问题．分析了制造商的品牌广告投入及两个竞争零售商的地方促销广告投入对每个零售商需求的影响，分别给出了分散决策和一体化决策下制造商的最优广告投入，两个竞争零售商的最优地方促销广告投入及销售期初的最优订购批量，利用利润共享契约使得供应链达到协调，并从供应链各成员风险偏好的角度对渠道收益的分配问题进行了探讨．
英文摘要：
This paper explores the cooperative advertising problem by considering the situation where a manufacturer sells its product through two competing retailers facing Newsvendor problem. The effect of brand name investment and local advertising expenditures on each retailer＇s demand, and the influence of competition between the retailers on each member＇s optimal advertising policy are analyzed. The optimal brand name investment of the manufacturer, the optimal local advertising expenditures, and the optimal order quantity of two competing retailers under decentralized and centralized decision-making are given, respectively. Finally, a profit-sharing contract to coordinate the supply chain is presented, and how to share the supply chain＇s increased profit among the supply chain members is discussed from the angle of risk preference.
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