考虑溢出效应的互补品企业合作促销行为研究  

Research on Cooperative Sales Promotion Behavior between the Complementary Goods Enterprises Considering Spillover Effect

作　　者：但斌[1] 田丽娜[1] 董绍辉[2] 

机构地区：[1]重庆大学经济与工商管理学院,重庆400044 [2]哈尔滨工业大学管理学院,黑龙江哈尔滨150001

出　　处：《管理工程学报》2010年第4期78-83,共6页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(70671011);教育部新世纪优秀人才支持计划项目(NCET-05-0769)

摘　　要：针对互补品的相互关联性造成互补品企业产品促销存在溢出效应的情况,建立了考虑溢出效应的互补品企业合作促销模型,对互补品企业在完全非合作促销、部分合作促销和完全合作促销情形下的企业最优决策进行了研究。考察了不同合作情形下溢出效应对互补品企业促销投入和收益的影响作用,进一步对企业通过促销获得的收益进行了对比分析。最后,通过一个数值算例说明了有关结论的有效性。Aimed at the spillover effect in sales promotion between complementary goods enterprises arising from the interrelated nature of complementary goods,the complementary goods enterprises cooperative sales promotion model considering spillover effect was established.Based on the model,the complementary goods enterprises＇ optimal strategies of total non-cooperative,partly cooperative and total cooperative cases were researched respectively.Additionally,the impact of spillover effect on complementary goods enterprises sales promotion investment and profits was discussed,and the enterprises＇ profits from the sales promotion were compared.Finally,a numerical example is given to demonstrate the effectiveness of the relevant conclusions.

关 键 词：互补品 溢出效应 水平合作 合作促销 

分 类 号：F713.50[经济管理—市场营销] F713.8[经济管理—产业经济]