基于溢出效应的企业定向广告优化机制研究:溢出陷阱逃逸  

Optimized Mechanism of Corporate Targeted Advertising Based on Spillover Effect: Escaped from the Spillover Trap

作　　者：赵江 吴丹[3] 

机构地区：[1]浙江财经大学工商管理学院,浙江杭州310018 [2]复旦大学管理学院,上海200433 [3]浙江理工大学科技与艺术学院,浙江杭州311121

出　　处：《西安电子科技大学学报（社会科学版）》2017年第4期1-10,共10页Journal of Xidian University：Social Science Edition

基　　金：浙江省自然科学基金项目(LY18G020015);中国博士后科学基金第62批面上项目(2017M621371);浙江省教育厅一般科研项目(Y201635731)

摘　　要：产品的同质性和激烈的市场竞争导致寡头企业在竞争市场投放广告的强度增大,部分消费者接收到企业A的广告后也可能购买企业B的产品,即溢出效应,其对企业的广告投放量、产品价格、均衡利润有显著影响。结果表明:考虑单向溢出效应时,相比投放大众广告,企业投放定向广告的均衡广告强度随溢出效应的增大而降低,广告利润随溢出效应的增大先增加后减小;考虑双向溢出效应时,企业的均衡广告强度和利润与竞争企业的溢出系数成正相关关系;企业投放定向广告时的溢出效应形成溢出陷阱,短期促进企业利润,长期则影响企业均衡利润和发展。The advertising intensity of duopolistic finns is enhanced due to products＇ homogeneity and fierce market competition. Some consumers might purchase the products from firm B while receiving firm A＇s advertising, which is called the spillover effect. This effect plays a significant role in firm＇s total advertising amount, price of the product and equilibrium profit, etc. The results indicate that the equilibrium advertising intensity is reduced with the enhancement of one-way spillover effect while comparing with mass advertising, whereas the firm＇s equilibrium profit might increase to a certain level and then reduce with the enhancement of spillover effect. While considering the two-way spillover effect, the firm＇s equilibrium advertising intensity and profit are proportional to firm＇s spillover coefficient. However, the spillover effect forms spillover trap for the firm, which promotes the firm＇s profit in short-term and affects firm＇s equilibrium profit and development in long term.

关 键 词：定向广告 溢出效应 双向溢出 溢出系数 溢出陷阱 

分 类 号：F272[经济管理—企业管理]