产品伤害危机下的两阶段动态网络广告策略研究  

Research on Two-Stage Dynamic Online Advertising under Product Harm Crisis

作　　者：何向 李莉[2] 杨文胜[2] 胡娇 HE Xiang;LI Li;YANG Wensheng;HU Jiao(Nanjing University of Posts and Telecommunications,Nanjing,China;Nanjing University of Science and Technology,Nanjing,China)

机构地区：[1]南京邮电大学传媒与艺术学院 [2]南京理工大学经济管理学院,南京市210094

出　　处：《管理学报》2024年第4期585-594,共10页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(71771122);国家自然科学基金资助青年科学基金项目(72302115)。

摘　　要：在Nerlove-Arrow模型的基础上构建一个两阶段动态广告投放模型,分别得出企业在不同决策模式下的最优广告投放水平。研究发现:当考虑局部收益最优时,若产品伤害危机进入爆发期的概率较小,则潜伏期的广告投放水平应随着产品伤害危机进入爆发期概率的增加而提高;当考虑整体收益最优时,在潜伏期与爆发期下的广告投放策略会根据平台的不同而存在差异;从不同阶段的对比来看,在考虑局部收益最优的决策模式下,企业在爆发期中的广告投放水平高于潜伏期;在考虑整体收益最优的决策模式下,该结论会根据平台的不同而存在差异。Based on the Nerlove-Arrow model,this study constructs a two-stage dynamic advertising model under product harm crisis.We then derive the optimal advertising strategies for enterprises in different decision-making modes respectively and assess the effects of outbreak likelihood and damage rate.The results show that:when the company optimizes the local profit,if the probability of a product injury crisis entering the outbreak period is small,the advertising level in incubation period should increase with the outbreak likelihood increases.When the company optimizes the overall profit,the company’s advertising levels on two platforms in incubation period and outbreak period are different.Besides,compared with different stages,when the company optimizes the local profit,the advertising level in the outbreak period is higher than that in the incubation period;when the company optimizes the overall profit,the results will vary with different platforms.

关 键 词：产品伤害危机 网络广告 动态广告投放 Nerlove-Arrow模型 

分 类 号：C93[经济管理—管理学]