考虑溢出效应的互补品企业合作促销行为研究

Research on Cooperative Sales Promotion Behavior between the Complementary Goods Enterprises Considering Spillover Effect

针对互补品的相互关联性造成互补品企业产品促销存在溢出效应的情况,建立了考虑溢出效应的互补品企业合作促销模型,对互补品企业在完全非合作促销、部分合作促销和完全合作促销情形下的企业最优决策进行了研究。考察了不同合作情形下溢出效应对互补品企业促销投入和收益的影响作用,进一步对企业通过促销获得的收益进行了对比分析。最后,通过一个数值算例说明了有关结论的有效性。

Aimed at the spillover effect in sales promotion between complementary goods enterprises arising from the interrelated nature of complementary goods,the complementary goods enterprises cooperative sales promotion model considering spillover effect was established.Based on the model,the complementary goods enterprises＇ optimal strategies of total non-cooperative,partly cooperative and total cooperative cases were researched respectively.Additionally,the impact of spillover effect on complementary goods enterprises sales promotion investment and profits was discussed,and the enterprises＇ profits from the sales promotion were compared.Finally,a numerical example is given to demonstrate the effectiveness of the relevant conclusions.