基于混合渠道的企业定向广告投放优化策略  

Optimization strategies of corporate targeted advertising based on dual channel

作　　者：赵江[1,2] 刘杰 梅姝娥[3] ZHAO Jiang;LIU Jie;MEI Shu e(School of Management,Fudan University,Shanghai 200433,China;School of Business Administration,Zhejiang University of Finance&Economics,Hangzhou 310018,China;School of Economics and Management,Southeast University,Nanjing 210018,China)

机构地区：[1]复旦大学管理学院,上海200433 [2]浙江财经大学工商管理学院,浙江杭州310018 [3]东南大学经济管理学院,江苏南京210018

出　　处：《计算机集成制造系统》2019年第9期2385-2394,共10页Computer Integrated Manufacturing Systems

基　　金：浙江省自然科学基金资助项目（LY18G020015）;教育部人文社科青年资助项目（19YJC630225）;中国博士后科学基金第62批面上资助项目（2017M621371）;国家自然科学基金面上资助项目（71673238）~~

摘　　要：为了研究不同渠道对企业定向广告投放策略的影响问题,采用Stackelberg动态博弈建立了混合渠道模式下企业投放定向广告对产品的均衡价格、企业利润影响的决策模型。首先分析了单一渠道下企业投放定向广告的均衡策略,然后对混合渠道下企业分散化策略进行了研究,最后系统分析了混合渠道集中化动态化策略。结果表明:一方面,当企业通过混合渠道向目标消费者投放定向广告时,制造商能够利用定向广告更有效地细分目标市场,准确识别对价格敏感的消费者并形成局部垄断市场;另一方面,传统零售商的市场份额下降,零售商和制造商的渠道冲突进一步加剧。制造商制定合理有效的定向广告强度策略可以在一定程度上缓解渠道冲突。To explore the effects of distinct channels on firm s strategies of targeted advertising,the Stackelberg dynamic game theory was used to set up the decision model on the effect of firm s equilibrium price and profit while using targeted advertising in dual channels.The firm s equilibrium strategies on single channel were analyzed,the diversified strategies on dual channel were investigated,and the centralized strategies on dual channel were analyzed.The results indicated that the manufactures could effectively segment the market,screen the price-sensitive customer and form a local monopoly market by sending targeted advertising in dual channel.However,the application of targeted advertising reduced the market size of retailers,which greatly intensified the channel conflict between the manufacturers and retailers.Only the effective strategy of advertising intensity of targeted advertising could reduce the channel conflict in a certain extent.

关 键 词：电子渠道 混合渠道 定向广告 渠道冲突 Stackelberg动态博弈理论 

分 类 号：F230[经济管理—会计学]