Abstract：Research purposes: At present，the unilization ratio of the marketing expenditure of the real estate is not high and the actual marketing expenditure often exceeds the budget． This paper researches how to share the marketing expenditure of the real estate between the sellers and the sales agents for enhancing the working efficiency of the sales － supply chain of the real estate．
Research conclusions: Compared with the all marketing expenditures born by developer of real estate alone，the unilization ratio of the marketing expenditure is higher under the condition of the marketing expenditure born by the both developer and sales agents and the profits of the both marketing supply chain and sales agent are higher． In addition，the optimized marketing expenditure is positively correlated with the marketing capabilities of the both developer and sales agent． Nevertheless，the optimized proportion of the expenditure shared by the sales agent is negatively correlated with the marketing capability of the developer and positively correlated with the marketing capability of the sales agent．
管百海. 房地产销售代理中的营销费用分摊与激励研究[J]. 铁道工程学报, 2013, 30(3): 114-119.
GUAN Bai － hai. Exploration on Sharing of Marketing Expenditure Between Sellers and Sales Agent of Real Estate and Its Excitation Mechanism. 铁道工程学报, 2013, 30(3): 114-119.
Guan Baihai，Wei Zhongxin，He Qiaowei． Analysis of the Impact on Real Estate Enterprise by Liquidating Value － added Tax and Its Countermeasures ［J］． Journal of Railway Engineering Society，2007( 5) : 107 － 109．
［2］ Paul D． Berger． Vertical Cooperative Advertising Ventures［J］． Journal of Marketing Research，1972 ( 8) : 309 －312．
［3］ Bergen M， John G． Understanding Cooperative Advertising Participation Rates in Conventional Channels［J］． Journal of Marketing Research，1997 ( 46) : 357 －369．
［4］ Huang Z M，Li S X． Co － op advertising Models in Manufacturer － retailer Supply Chains: a Game Theory Approach ［J］． European Journal of Operational Research，2001( 3) : 527 － 544．
［5］ Xiong Yu，Su Daizhong ，Nie Jiajia． A cooperative Advertising Investment Model in Assembly Supply Chain with Multiple Suppliers［C］/ / Proceedings of the International Conference on Advanced Design and Manufacture，2006．
Wang Lei， Liang Liang， Wu Desheng． Vertical Cooperative Advertising Model under Retailers ’ Competition ［J］． Chinese Journal of Management Science，2005( 2) : 63 － 69．
［7］ Steffen Jorgensen， Simon Pierre Sigue， Georges Zaccour． Dynamic Cooperative Advertising in a Channel［J］． Journal of Retailing，2000( 1) : 71 － 92．
Lin Yinghui， Tu Meizeng． Game Analysis on Cooperative Advertising between Firms within a Supply Chain［J］． Journal of Shanghai University ( Natural Science) ，2005( 4) : 436 － 440．
Zhang Shuping，Zhang Shiying． Dynamic Cooperative Advertising Strategies Based on Differential Games in a Supply Chain［J］． Control and Decision，2006 ( 2 ) : 153 － 162．
He Jianmin，Yang Shanlin，Liu Zan． Study of Two － stage Advertising Investment Model Between Manufacturers and Agents ［J］． Journal of Systems Engineering，2010( 4) : 473 － 278．
2013, Vol. 30 
版权所有 © 2014 《铁道工程学报》编辑部