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| Cooperative Advertising Coordination Contracts between Scenic Points and Travel Agencies |
| WANG Jingjing,GUO Qiang |
| Hainan University, Haikou, China |
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Abstract Aiming at the cooperative advertising action between the scenic points and the travel agencies in the tourism supply chain, this article uses channel power to measure the supply chain members’ bargaining power, builds supply chain coordination contract based on channel power, and proposes the optimal cooperative advertising strategy. This article aims to provide a theoretical basis for the cooperation between the scenic points and the travel agencies under the promotion of government and industry associations and puts forward an exploratory path for building a supply chain coordination contract.
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Received: 11 November 2011
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2013, Vol. 10 
