Combination advertising with budget constraint  

预算限制下的组合广告（英文）

作　　者：Zhang Yuxiang Zhong Weijun Mei Shu′e 张宇翔;仲伟俊;梅姝娥(东南大学经济管理学院)

机构地区：[1]School of Economics and Management,Southeast University,Nanjing 210096,China

出　　处：《Journal of Southeast University(English Edition)》2019年第2期257-263,共7页东南大学学报（英文版）

基　　金：The National Natural Science Foundation of China(No.71371050)

摘　　要：An appropriate advertising mode selection and allocation of advertising budgets considering advertising budget constraints are developed with the game theory and optimization model.The results show that the advertising budget and the weakening factor of the online advertising effects on the traditional advertising affect sellers advertising,pricing strategies and budget allocation.The effectiveness of combination advertising is a Pareto optimum relative to the traditional advertising in a certain range.The weakening effect of the online advertising on the traditional advertising has a nonlinear effect on the advertising strategy and pricing strategy.In addition,sellers choose combination advertising with different budget constraints,and there is an optimal budget allocation ratio.In certain cases,sellers can obtain an optimal advertising expenditure less than the budget constrain.When sellers adopt combination advertising with enough budget,they do not invest in traditional advertising without limit.Moreover,compared with enough budget,when sellers adopt combination advertising with budget constrain,sellers do not decrease the advertising allocation of online advertising since online advertising is more efficient.采用博弈论和优化模型分析了企业广告模式选择策略及面对广告预算限制时如何制定广告策略和定价策略.研究表明,广告预算和网络广告对传统广告的削弱会影响企业的广告、定价决策及预算分配.一定范围内组合广告的效果优于传统广告.而网络广告对传统广告的削弱作用将会对企业的广告策略和定价策略产生非线性影响.此外,预算限制条件下企业选择组合广告后,商家可以制定最优的广告预算分配比例;一定条件下,商家能够以低于预算的广告支出获得更多的利益.商家采用组合广告并且预算足够时,不会无限制地投递传统广告.此外,与预算充足情况相比,商家面临广告预算限制时,不会减少网络广告的预算分配,因为网络广告具有更高的效率.

关 键 词：combination advertising budgets allocation traditional advertising online advertising budget constraint 

分 类 号：C934[经济管理—管理学]