Game analysis of cooperative advertising based on "one to many" supply chain model

Although the cooperative advertising has been discussed for several years. But the existed results are single supplier to single vendor case. This paper aims to extend the cooperative advertising problem to single supplier to many competitive vendors. Consider the demand of vendors is influenced not only the vendors´ but also the competitors´ advertising input, based on the mechanism of single supplier to many competitive vendors, and come to three main conclusions based on “one to many” supply chain model.