基于合作竞争策略的特许经营广告决策研究

Advertising decisions research based on the cooperation and competition strategy in franchising

针对特许经营体系中一个特许方和N个受许方开展合作广告决策的情境,在考虑受许方之间竞争或合作的基础上,构建了Nash非合作博弈,两种Stackelberg博弈及合作对策四种模型,运用动态规划方法求解特许方和受许方的最优补贴率、最优广告投入、稳定商誉及利润水平,并对四种决策结构下相关的均衡结果进行了比较分析.研究发现在考虑竞争的博弈模型中,竞争效应对相关决策变量的影响存在差异,受许方数量增长将强化此效应.

This paper studies the cooperative advertising decision in a marketing channel composed of one franchisor and N franchisees when they cooperate or compete. Modelling their dynamic decision process with Nash non-cooperative game, two Stackelberg games and cooperative game, it obtains the franchisor＇ and franchisees＇ optimal brand and promotional advertising strategies, subsidy rate, steady goodwill and profit with dynamic programming method. The equilibrium outcomes in the four games are comparatively analyzed, In the competing cases, the paper also finds that the competition coefficient has different effect on the related decision variables and the increase of the quantity of franchisees strengthens this effect.