网络广告资源配置与平台企业对网络商家质量努力的激励  

Internet advertising resource allocation and quality effort incentive of platform enterprises to internet merchants

作　　者：姜参[1] 杨皎平[1] JIANG Shen;YANG Jiaoping(School of Management,Bohai University,Jinzhou 121013,China)

机构地区：[1]渤海大学管理学院

出　　处：《沈阳师范大学学报（自然科学版）》2019年第6期512-518,共7页Journal of Shenyang Normal University:Natural Science Edition

基　　金：国家自然科学基金资助项目(71502017);辽宁省教育厅创新人才项目(WR2017006)

摘　　要：考虑了一个包括单个网购平台和2个竞争性网络商家构成的网购供应链,假定2个网络商家提供的商品是紧密可替代的,消费者对商品的需求受价格、质量和网络广告推荐的影响,网购平台为2个网络商家提供的网络广告资源是固定的。研究发现对网购平台来说,其最优的广告资源配置比例与网络商家质量努力竞争带来的需求效应之比正相关;在此前提下,基于广告资源的质量努力竞争机制可以有效地激励网络商家提高质量努力水平;特别对于网络商家来说,由于网络广告资源总数恒定,虽然共同的质量努力并没有提高各自的广告资源配置比例,但这一竞争机制使得每个商家都选择了高质量努力水平。An online shopping supply chain include an platform and two competing merchants is considered in this paper,we assume that products provided by merchants are highly substitutable,consumer s demand is affect by the price,quality investment,and the advertising,the total internet advertising resource that platform provide to two merchants is fixed.Under this assumption,we can draw a conclusion that the optimal ratio of advertising resource allocation is positive correlation to the ratio of demand effect due to merchants quality competition,the quality effort mechanism based on advertising resource allocation can effectively increase merchants quality effort.We also find that due to the fixed total advertising resource,although everyone s advertising resource does not improve if both two merchants increase the input in quality effort,but the competition mechanism makes every merchant increase the quality effort.

关 键 词：网购供应链 网购平台 网络商家 质量努力 网络广告资源 

分 类 号：O213[理学—概率论与数理统计] F224[理学—数学]