基于广告效应的体验式服务商最优决策研究  

The Optimal Decision of Customer-intensive Service Provider Based on Advertising Effect

作　　者：詹文韬 张圣予 赵逸 李蔚峰 黄小桐 姜明辉[1] ZHAN Wentao;ZHANG Shengyu;ZHAO Yi;LI Weifeng;HUANG Xiaotong;JIANG Minghui(School of Economics and Management,Harbin Institute of Technology,Harbin,Heilongjiang 150001,China;Ouyeel Co.,Ltd.,Shanghai 201999,China)

机构地区：[1]哈尔滨工业大学经济与管理学院,黑龙江哈尔滨150001 [2]欧冶云商股份有限公司,上海201999

出　　处：《工业工程与管理》2024年第4期54-66,共13页Industrial Engineering and Management

基　　金：国家自然科学基金重点资助项目(71831005);国家自然科学基金青年基金资助项目(71502044)。

摘　　要：广告宣传能够改变顾客在体验式服务中的效用,并影响服务商的相关决策。因此,通过构建排队模型研究了在广告宣传影响下垄断/双寡头市场中体验式服务商的广告强度、服务速率以及价格的最优决策。研究发现:在需求不足的垄断市场中,服务商能够通过广告宣传挖掘潜在顾客,并通过调整服务速率和价格控制系统的拥挤程度;在需求充足的垄断市场或双寡头市场中,服务商的决策制定不再受潜在市场需求的影响;在需求不足的双寡头市场中,服务商之间通过竞争将存在一个利润为0的稳定均衡点,此时服务商的策略应是放弃一定的利润来保障市场份额,并采用更强的广告宣传吸引顾客。此外,通过比较发现,服务商在垄断市场或是市场需求充足时均能获得更高的利润。同时相比于传统的不考虑广告宣传的体验式服务决策模型,本模型能帮助服务商通过广告宣传获得更高利润。Advertising can change the utility of customers in customer-intensive service and affect service providers'decisions.Therefore,customer-intensive service providers'optimal advertising intensity,service rate and price decisions were studied under the impact of advertising in the monopoly/duopoly market by constructing a queuing model.It is found that in the monopoly market,when the market demand is insufficient,service providers can explore potential customers by advertising and control the system congestion by adjusting the service rate and price.However,in a monopoly or duopoly market,when the market demand is sufficient,the decision making of service providers is no longer affected by the potential market demand.In the duopoly market where market demand is insufficient,there will be a stable equilibrium of zero profit between service providers through competition.In this equilibrium,the strategy of service providers should give up certain profits to protect the market share,and use better advertising to attract customers.In addition,it is found that service providers can gain higher profits when the market is monopolized or the market demand is sufficient through comparison.Meanwhile,compared with the traditional customer-intensive service decision model that does not consider advertising,the model can help service providers to gain higher profits by advertising.

关 键 词：体验式服务 广告效应 服务速率 垄断市场 双寡头市场 

分 类 号：C934[经济管理—管理学]