摘要
从分销渠道的角度讨论了制造商的定向广告策略,给出了不同渠道模式、不同广告策略下上下游企业的均衡决策及利润。研究发现:均衡状态下,定向广告使得产品以较高的价格销售给偏好较强的消费者;在直销渠道中,定向广告能有效提高企业利润;但在分销渠道中,定向广告却有可能损害零售商甚至渠道整体的利益。
A model is developed to investigate the positive and negative effects of targeted advertising from the perspective of a distribution channel. Equilibrium decisions and profits are derived. We find that, with the help of targeted advertising, when in equilibrium products are sold to consumers whose tastes are better. We also provide the conditions under which targeted advertising benefits both the manufacturer and the retailer, and the conditions under which targeted advertising improves the manufacturer＇s profit at the expense of the retailer/channel profit. It is suggested that the negative effect of targeted advertising on the entire channel should be paid enough attention to, for example, by some public sector.
出处
《系统工程》
CSSCI
CSCD
北大核心
2012年第12期57-63,共7页
Systems Engineering
基金
国家自然科学基金资助项目(71071033)
江苏省普通高校研究生科研创新计划项目(CXZZ_0186)
关键词
定向广告
大众广告
分销渠道
直销渠道
Targeted Advertising
Mass Advertising
Distribution Channel
Direct Channel
