不对称信息下考虑溢出效应的互补品企业合作广告合约  

Complementary Goods Enterprises' Cooperation Advertising Contract Considering Spillover Effects under Asymmetric Information

作　　者：田丽娜[1,2] 但斌[2] 董绍辉[1] 

机构地区：[1]河北科技大学经济管理学院,石家庄050018 [2]重庆大学经济与工商管理学院,重庆400030

出　　处：《系统管理学报》2012年第4期517-524,共8页Journal of Systems & Management

基　　金：国家自然科学基金资助项目(70972056)

摘　　要：针对不对称信息下互补品企业合作广告中具有信息优势的企业的理性背叛行为,分析了互补品企业基于分担率的合作广告关系中逆向选择的发生条件,从不具有需求信息优势企业的视角,采用机制设计理论和显示原理,构建了该企业如何诱导其互补品企业报告自己真实需求信息的逆向选择模型,设计了逆向选择条件下,考虑溢出效应的互补品企业最优合作广告合约。结果表明,该合约能够达到诱导具有信息优势的企业讲真话的目的,由此保证互补品企业基于分担率的合作广告关系的建立,解决互补品企业合作广告中的逆向选择问题。最后,通过一个数值算例说明了有关结论的有效性。Aimed at the rational betray problem of the enterprise with information superior in the process of cooperative advertising,the occurrence conditions of adverse selection of cooperative advertising relationship based on advertising participation rate were analyzed.On the base of these,by using mechanism design theory and revelation principle,in order to induce the manufacturer with information priority show its true demand information,an adverse selection model was constructed from the perspective of the manufacturer without information priority,and the cooperative advertising contract was designed.The results show that the contract can induce the manufacturer with information priority show its true demand information and can ensure the cooperative advertising relationship based on advertising participation rate between complementary enterprises and solve adverse selection problems in the process of complementary products enterprises cooperative advertising.Finally,a numerical example is given to demonstrate the effectiveness of the relevant conclusions.

关 键 词：互补品 溢出效应 合作广告 不对称信息 合约 

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