本文是在强调制造商是领导者和零售商是追随者的前提下,讨论合作广告和制造商——零售商的交易效率之间的关系,其研究结果导致一个序惯非合作博弈论模型的建立且这种模型让我们能考察合作广告中的协作问题。为了避开多产品、多制造商或多零售商分散我们的注意力,我们选择由一个 This paper discusses the relationship between cooperative advertising and manufacturer-retailer transaction efficiency under the premise of emphasizing manufacturer as leader and retailer as follower. The result of this research results in a non-cooperative game theory model Established and this model allows us to examine collaboration issues in cooperative ads. In order to avoid the distractions of multi-product, multi-manufacturer or multi-retailer, we choose one