摘要
双寡头竞争企业网络广告投放决策问题是网络营销企业面对的重要决策问题.鉴于此,重点考虑大众广告和定向广告两类网络广告,首先针对广告成本和消费者特征,给出用户群的效用函数和产品空间位置;然后,分别针对客户均匀分布和非均匀分布状况下的两类广告进行测评;最后基于测评结果深入研究定向广告的投放概率和策略选择问题.研究结果显示:无论消费者呈现均匀分布还是非均匀分布,定向广告的投入会使企业获利,但大众广告会同时降低两家竞争企业的利润,使得企业陷入囚徒困境,此外,实施价格歧视总是优于非歧视定价;网络广告的边际投放强度起到双向调节作用,定向广告的投放不总是有利的;当定向广告成本过高时,企业应当采用防御型策略;歧视定价时发放定向广告的数目总是高于非歧视定价.
In a duopoly,it is important for network marketing firms to make strategic decision on online advertising.This paper focuses on two types of online advertising,mass advertising and targeted advertising.Firstly,on the basis of advertising cost and consumer characteristics,the paper gives utility functions of user groups,and space and positioning of products.Then,two types of advertising are evaluated under the condition of uniform distribution and non-uniform distribution.Finally,based on the evaluation results,the probability of targeted adverting and the issues of selecting strategies are studied.The results show that:1)The investment in targeted advertising benefits the enterprise,but the mass advertising simultaneously reduces the profits of these two competitive companies,which makes these two companies into a prisoner’s dilemma whether consumers are evenly distributed or non-uniformly distributed.In addition,implementing price discrimination is always superior to non-discriminatory price.2)The marginal delivery intensity of advertising plays a dual-directional adjustment.The placement of targeted advertising is not always beneficial.3)When the cost of targeted advertising is too high,enterprises should adopt a defensive strategy.4)The number of targeted advertising issued when discriminating pricing is always higher than non-discriminatory pricing.
作者
周慧妮
吴鹏
王筱纶
ZHOU Hui-ni;WU Peng;WANG Xiao-lun(School of Economics and Management,Nanjing University of Science and Technology,Nanjing 210094,China)
出处
《控制与决策》
EI
CSCD
北大核心
2020年第8期1953-1965,共13页
Control and Decision
基金
国家自然科学基金项目(71774084)
国家自然科学基金青年项目(71802108)。
关键词
定向广告
价格歧视
子博弈纳什均衡
进攻型策略
防御型策略
targeted advertising
price discrimination
mixed strategy Nash equilibrium
offensive strategy
defensive strategy
