广告外部性对灰市系统运营决策的影响  

Impacts of advertising externalities on the operational decisions of a gray market system

作　　者：冯颖 陈苏雨 张炎治[1] 冯春花[1] Feng Ying;Chen Suyu;Zhang Yanzhi;Feng Chunhua(School of Economics and Management,China University of Mining and Technology,Xuzhou 221116,China)

机构地区：[1]中国矿业大学经济管理学院,江苏徐州221116

出　　处：《系统工程学报》2025年第2期181-197,共17页Journal of Systems Engineering

基　　金：教育部人文社会科学基金资助项目(18YJC630032);中央高校基本科研业务经费资助项目(2017WB14);江苏省教育厅高校哲学社会科学研究资助项目(2021SJA1014).

摘　　要：考虑制造商在两个独立市场直销、独立第三方作为灰市投机者的情形,探究了制造商广告投放及其正负外部性对灰市系统运营决策的影响.研究表明,无广告投放时,消费者对灰市产品估值偏好增加,将造成灰市和低价产品价格上涨,制造商利润受损;高价产品价格上涨,将增大灰市投机空间.制造商在高价市场置入广告对低价市场无影响,但受广告外部性影响,灰市产品价格、高价产品市场需求及制造商利润变化更为复杂.较之无广告投放情形,无论广告具有正外部性还是负外部性,制造商均可获益,但其投放广告外部性变化将会抑制或鼓励灰市发展.Considering a manufacturer sells directly in two separate markets and an independent third party acts as a speculator,we explore the impacts of advertising and its positive and negative externalities on a graymarket system’s operation.Research shows in the no-advertising case,the increase of consumers’valuation preference for gray-market products will lead to the increase in the prices of both gray and low-priced products,and hurt the manufacturer’s profit;the rise of high-priced products’price will increase the space for speculation;advertising in the high-priced market has no effect on the low-priced market,while the changes of the gray products’price,the high-priced market demand and the manufacturer’s profit are more complicated due to the externalities of advertising;compared with the no-advertising model,the manufacturer can always benefit regardless of whether advertising has positive or negative externalities,while the change of advertising externalities will inhibit or encourage the gray market development.

关 键 词：灰市 广告投放 广告外部性 搭便车效应 

分 类 号：F224[经济管理—国民经济]