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

doi:10.12005/orms.2017.0300

Abstract

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

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

CLC Number:

F270

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.

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.

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