不同推介模式下网络零售商广告策略研究

doi:10.12005/orms.2017.0300

运筹与管理 ›› 2017, Vol. 26 ›› Issue (12): 165-172.DOI: 10.12005/orms.2017.0300

不同推介模式下网络零售商广告策略研究

李增禄, 郭强, 聂佳佳

西南交通大学经济管理学院,四川成都 610031

收稿日期:2016-10-09 出版日期:2017-12-25
作者简介:李增禄(1991-),男,河南宝丰人,博士研究生,研究方向为物流与供应链管理、合作广告优化分析;郭强(1970-),男,河南偃师人,教授,博士,研究方向为运营管理与决策优化分析;聂佳佳(1981-)(通讯作者),男,河南许昌人,副教授,博士,研究方向为物流与供应链管理,决策优化分析。
基金资助:
国家自然科学基金(71672153);中央高校基本科研业务费资助项目(26816WTD01);四川省社会科学重点研究基地—系统科学与企业发展研究中心资助项目(XQ15B06)

E-Retails’ Advertising Strategies Under Different Patterns of In-Store Referral

LI Zeng-lu, GUO Qiang, NIE Jia-jia

School of Economics and Management, Southwest Jiaotong University, Chengdu 610031, China

Received:2016-10-09 Online:2017-12-25

摘要/Abstract

摘要： 研究了不同推介模式下网络零售商的广告策略问题,通过Nash静态博弈方法求解无推介、单向推介以及双向推介三种模式下零售商均衡零售价格、广告努力水平及利润。研究发现:无推介情况下,两零售商均衡广告策略为同时投入广告。单向推介情况下,若利润分享比例较小,则两零售商同时投入广告;若利润分享比例较大,则随着广告成本系数的增大,两零售商均衡广告策略从仅有被推介零售商投入广告转变为同时投入广告。双向推介情况下,若广告成本系数较小,则两家零售商都不投入广告;若广告成本系数较大,则两家零售商同时投入广告。此外,还分析了零售商均衡广告策略下的推介动力问题。

关键词: 推介, 广告策略, 效用函数, 市场共享

Abstract: An advertising strategy problem of the e-retail is studied under different In-Store Referral patterns. We derive the equilibrium retail price, the rate of advertising effort and profit under without referral, one-way referral and two-way referral by Nash static game method. The results show that both e-retails take part in advertising without referral. In the case of one-way referral, when the ratio of profit share is small, two e-retails take part in the advertisement, but when the ratio of profit share is large, the equilibrium advertising strategy from just the recommended e-retail which takes part in advertising to both e-retails which take part in advertising with the increase of advertising cost coefficient. In the case of two-way referral, if the coefficient of advertising cost is small, no e-retails take part in advertising; if the coefficient of advertising cost is large, both e-retails participate in the advertisement. In addition, we study the driving force of the e-retail to recommend his competitor.

Key words: referral, advertising strategies, utility function, shared market

中图分类号:

F270

李增禄, 郭强, 聂佳佳. 不同推介模式下网络零售商广告策略研究[J]. 运筹与管理, 2017, 26(12): 165-172.

LI Zeng-lu, GUO Qiang, NIE Jia-jia. E-Retails’ Advertising Strategies Under Different Patterns of In-Store Referral[J]. Operations Research and Management Science, 2017, 26(12): 165-172.

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不同推介模式下网络零售商广告策略研究

E-Retails’ Advertising Strategies Under Different Patterns of In-Store Referral

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