Implications of Advertising Lag on the Dynamic Optimal Decisions in an O2O Supply Chain

Table 1

Notations.

	Parameter, baseline market demand
	Parameter, time t
	Parameter, advertising efficiency to goodwill accumulation
	Parameter, goodwill decay proportional rate
	Parameter, advertising lag time
	Parameter, discount rate
	Parameter, effectiveness of goodwill to sales
	Parameter, the offline consumer’s sensibility factor to reference quality effect
	Parameter, goodwill’s effectiveness to the reference quality
	Parameter, a latent consumer’s propensity to reach offline physical stores
	Parameter, the influencing factor of retail price on sales
	Exogenous variable, advertising cost sharing ratio
	Variant, the sales volume under O2O model at time
	Variant, the consumer’s reference quality at time t
	State variant, the brand goodwill at time
	Control variant, the retail price at time
	Control variant, the wholesale price at time
	Control variant, manufacturer’s advertising effort level at time
	Control variant, product quality level at time
	The reference quality effect at time
	Parameter