广告投资双向溢出效应下的最优定价和广告策略  

Optimal pricing and advertising strategy concern the bilateral spillover effect of advertising investment

作　　者：夏天 杨锋[1] XIA Tian;YANG Feng(School of Management, University of Science and Technology of China, Hefei 230026, China)

机构地区：[1]中国科学技术大学管理学院,安徽合肥230026

出　　处：《中国科学技术大学学报》2020年第5期581-588,共8页JUSTC

基　　金：国家自然科学基金重点项目(71631006);国家软科学研究计划(2013GXS1D006);安徽省哲学社会科学规划项目(HSKY2O14D28)资助.

摘　　要：假设仿制品企业对市场具备高度的敏感性且具备快速生产低成本产品的优势,从而可以与制造商同时进入市场,并生产出与制造商新产品具备相似特性的替代产品.并且通过引入广告投资的双向溢出效应来研究不同的广告宣传策略对企业利润的影响.研究表明:首先,与传统的营销理念“酒香不怕巷子深”不同,研究结论表明质量越好的产品,反而越需要广告宣传;其次,模型结果解释了为什么大多数仿制产品的质量相对较差的原因;最后,仿制企业相对较低的产品质量是生产商和仿制企业共同期待的局面,仿制品企业对自己的产品进行广告投入总是会提升本企业的利润并降低制造商由于仿制品企业进入市场而导致的利润损失,从而使制造商和仿制品企业在此时能够更加和谐地共存于市场中.Assuming the firm is highly responsive and has cost advantages and is thus capable of entering the market at the same time as the manufacturer by producing a similar version of the manufacturer’s new product.The impact of this mechanism on the two firms is studied through the bilateral spillover effect of advertisement.The main results are as follows.First,contrary to the traditional marketing concept——“good wine needs no bush”,the better quality the products,the more they need to be advertised.Second,our model explains why the quality of most copycats’products is relatively poor.Finally,low quality products of copycat firms are expected by the manufacturer as well as the copycat firms.The advertising investment of a copycat firm will always increase its profits and reduce the manufacturer’s loss of profit caused by the copycat entering the market,which allows manufacturer and copycat to coexist in the market harmoniously.

关 键 词：产品模仿 双向溢出效应 产品竞争 纳什博弈 

分 类 号：F272.3[经济管理—企业管理]