考虑网购偏好行为的双渠道广告与价格竞争策略
|
摘要
研究了当市场上一部分消费者成为网购偏好型消费者,网络直销渠道与传统零售渠道并存下的双渠道广告与价格竞争策略问题,给出了不同渠道结构、不同广告投放模式下的均衡决策和均衡利润。结果表明:随着网购偏好型消费者的增多,将会减少制造商、零售商利润以及渠道整体利润;企业应用定向广告策略提高了产品批发价格和零售价格;当网购偏好型消费者增多到一定程度或消费者偏好的异质性程度增大到一定临界值时,与大众广告相比,应用定向广告将提高渠道整体利润。
The advertising and pricing competition strategies in the coexistence of online direct channel with the traditional retailer channel in dual-channel when partial consumers of the market have online shopping preferences are investigated, and equilibrium decisions and equilibrium profits under different channel structures and different advertising decision models are derived. The results show that with the number of consumers who prefer online shopping increasing, the profits of the manufacture, the retailer, and the entire supply chain will be reduced. The firm that implements targeted advertising strategy will increase the wholesale price and the retailer price of the product. Compared to mass advertising, when the number of consumers who have online shopping preference or the degree of consumer heterogeneity preferences increase to a threshold, the implement of targeted advertising will increase the entire channel profits.
The advertising and pricing competition strategies in the coexistence of online direct channel with the traditional retailer channel in dual-channel when partial consumers of the market have online shopping preferences are investigated, and equilibrium decisions and equilibrium profits under different channel structures and different advertising decision models are derived. The results show that with the number of consumers who prefer online shopping increasing, the profits of the manufacture, the retailer, and the entire supply chain will be reduced. The firm that implements targeted advertising strategy will increase the wholesale price and the retailer price of the product. Compared to mass advertising, when the number of consumers who have online shopping preference or the degree of consumer heterogeneity preferences increase to a threshold, the implement of targeted advertising will increase the entire channel profits.
引文
[1] Webb K L. Managing channels of distribution in the age of electronic commerce[J]. Industrial Marketing Management, 2002, 31(2): 95-102.
[2] 申成然,熊中楷,晏伟.网络比价行为下双渠道定价及协调策略研究[J].中国管理科学, 2014, 22(1): 84-93.
[3] 张建强.电子商务环境下企业定向广告策略研究[D].南京:东南大学, 2013.
[4] Chen X, Wang X, Chan H K. Channel coordination through subsidy contract design in the mobile phone industry[J].International Journal of Production Economics, 2016, 171: 97-104.
[5] Chen J, Zhang H, Sun Y. Implementing coordination contracts in a manufacturer Stackelberg dual-channel supply chain[J].Omega, 2012, 40(5): 571-583.
[6] 赵礼强,徐家旺.基于电子市场的供应链双渠道冲突与协调的契约设计[J].中国管理科学, 2014, 22(5): 61-68.
[7] Wang S D, Zhou Y W, Min J, et al. Coordination of cooperative advertising models in a one-manufacturer two-retailer supply chain system[J].Computers & Industrial Engineering, 2011, 61(4): 1053-1071.
[8] Liu B, Cai G G, Tsay A A. Advertising in asymmetric competing supply chains[J]. Production and Operations Management, 2014, 23(11): 1845-1858.
[9] Karray S, Amin S H. Cooperative advertising in a supply chain with retail competition[J]. International Journal of Production Research, 2015, 53(1): 88-105.
[10] 王玉燕.基于产品生命周期理论的直销型闭环供应链的广告策略与定价策略[J].系统管理学报, 2014, 23(3): 388-396.
[11] 谭建,王先甲.供应链中价格与广告均衡决策研究[J].系统管理学报, 2014, 23(4): 595-601.
[12] Yan R,Pei Z.The strategic value of cooperative advertising in the dual-channel competition[J].International Journal of Electronic Commerce, 2015, 19(3): 118-143.
[13] 张旭梅,陈国鹏.存在品牌差异的双渠道供应链合作广告协调模型[J].管理工程学报, 2016, 30(2): 152-159.
[14] Galeotti A, Moraga-González J L. Segmentation,advertising and prices[J]. International Journal of Industrial Organization, 2008, 26(5): 1106-1119.
[15] Elhadj-Ben Brahim N B, Lahmandi-Ayed R, Laussel D. Is targeted advertising always beneficial?[J].International Journal of Industrial Organization, 2011, 29(6): 678-689.
[16] Chen Y, Iyer G.Research note consumer addressability and customized pricing[J].Marketing Science, 2002, 21(2): 197-208.
[17] Butters G R.Equilibrium distributions of sales and advertising prices[J].The Review of Economic Studies, 1977, 44(3): 465-491.
[18] Iyer G,Soberman D,Villa s-Boas J M. The targeting of adver tising [J].Marketing Science, 2005, 24(3): 461-476.
[2] 申成然,熊中楷,晏伟.网络比价行为下双渠道定价及协调策略研究[J].中国管理科学, 2014, 22(1): 84-93.
[3] 张建强.电子商务环境下企业定向广告策略研究[D].南京:东南大学, 2013.
[4] Chen X, Wang X, Chan H K. Channel coordination through subsidy contract design in the mobile phone industry[J].International Journal of Production Economics, 2016, 171: 97-104.
[5] Chen J, Zhang H, Sun Y. Implementing coordination contracts in a manufacturer Stackelberg dual-channel supply chain[J].Omega, 2012, 40(5): 571-583.
[6] 赵礼强,徐家旺.基于电子市场的供应链双渠道冲突与协调的契约设计[J].中国管理科学, 2014, 22(5): 61-68.
[7] Wang S D, Zhou Y W, Min J, et al. Coordination of cooperative advertising models in a one-manufacturer two-retailer supply chain system[J].Computers & Industrial Engineering, 2011, 61(4): 1053-1071.
[8] Liu B, Cai G G, Tsay A A. Advertising in asymmetric competing supply chains[J]. Production and Operations Management, 2014, 23(11): 1845-1858.
[9] Karray S, Amin S H. Cooperative advertising in a supply chain with retail competition[J]. International Journal of Production Research, 2015, 53(1): 88-105.
[10] 王玉燕.基于产品生命周期理论的直销型闭环供应链的广告策略与定价策略[J].系统管理学报, 2014, 23(3): 388-396.
[11] 谭建,王先甲.供应链中价格与广告均衡决策研究[J].系统管理学报, 2014, 23(4): 595-601.
[12] Yan R,Pei Z.The strategic value of cooperative advertising in the dual-channel competition[J].International Journal of Electronic Commerce, 2015, 19(3): 118-143.
[13] 张旭梅,陈国鹏.存在品牌差异的双渠道供应链合作广告协调模型[J].管理工程学报, 2016, 30(2): 152-159.
[14] Galeotti A, Moraga-González J L. Segmentation,advertising and prices[J]. International Journal of Industrial Organization, 2008, 26(5): 1106-1119.
[15] Elhadj-Ben Brahim N B, Lahmandi-Ayed R, Laussel D. Is targeted advertising always beneficial?[J].International Journal of Industrial Organization, 2011, 29(6): 678-689.
[16] Chen Y, Iyer G.Research note consumer addressability and customized pricing[J].Marketing Science, 2002, 21(2): 197-208.
[17] Butters G R.Equilibrium distributions of sales and advertising prices[J].The Review of Economic Studies, 1977, 44(3): 465-491.
[18] Iyer G,Soberman D,Villa s-Boas J M. The targeting of adver tising [J].Marketing Science, 2005, 24(3): 461-476.