专卖店广告投入条件下的市场竞争策略研究  

Study on Market Competition Strategy with the Advertisement of NB Store

作　　者：刘珩[1] 唐小我[1] 潘景铭[1] 

机构地区：[1]电子科技大学经济与管理学院,成都610054

出　　处：《中国经济与管理科学》2009年第2期94-99,共6页Chinese Economy Management Science Magazine

基　　金：高等学校博士学科点专项科研基金资助课题（20060614023）

摘　　要：在制造商品牌和自有品牌的市场竞争中，广告是企业获取竞争优势的一个重要工具。本文考虑专卖店独立承担制造商品牌广告投入下市场参与者的竞争策略，通过建立考虑广告投入的各参与者利润最大化模型，得到了各参与者的最优竞争，并通过参数分析以及数值模拟，发现广告效应在一定范围内可以帮助专卖店获取竞争优势。In the market competition of private brand and nation brand, advertisement is an important tool for enterprise to achieve the competitive advantage. In this paper,a competitive participators＇ strategies is considered under the condition of the advertisement expenditure bearded only by NB store. A maximum profit model of the participators with advertisement expenditure is found to work out the optimal participators＇ strategies. By analyzing the variable and simulating the optimal participators＇ strategies,a range of advertising effect is selected to help the NB store to achieve the competitive advantage.

关 键 词：自有品牌 制造商品牌 专卖店 广告 

分 类 号：F715[经济管理—产业经济]