消费者反广告行为下的供应链合作广告模型

Cooperative Advertising under the Anti-advertising Behaviors of Consumers

在市场信息透明的情况下,消费者能够推测出产品的真实价值。受消费者行为的影响,集中式决策模式下,较高的广告费用反而为供应链带来更多的利润;分散式决策模式下,合作广告策略同时损害制造商和零售商的利润,并且制造商对零售商的广告补贴比例越高,各企业利润反而越低。本文的模型从消费者行为的角度解释了现实中有许多企业不愿意进行广告合作的原因。

This paper gives transparent market information, the product＇s true valuation can be inferred. In a centralized channel, high advertising cost makes the supply chain better off. In a decentralized channel, both the manufacturer and the retailer are hurt by cooperative advertising. Besides, the more reimbursements that the manufacturer pays the retailer for co- operative advertising, the lower profits that supply chain members can earn. The model explains why many firms are not willin~ to adopt cooperative advertising from the perspective of consumer behaviors.