不对称客户忠诚度下的媒体企业的广告策略研究

Advertising Strategy for Competitive Advantage of the Media Firms with Asymmetric Customer Loyalty

本文研究了忠诚度优势的媒介企业面对着利润和市场份额劣势的应对策略问题,旨在考察广告促销策略对优势企业所处的利润和市场份额劣势的影响情况.指出:处于双边市场的媒介企业,即便是采取广告策略,如果其广告弹性因子,客户忠诚度和双边市场的交叉影响因子满足一定条件时,仍然无法扭转利润劣势,但是会减少劣势存在范围,而且随着广告弹性的增加,劣势区间在减小.

This paper studied the strategies of the medium firm with higher customer loyalty facing disadvantage in profit and market share, aimed to analysis the influence of the advertising strategy to disadvantage situation. This paper showsed,in two-sided markets, even take advertising strategy, if the advertising elasticity factor, customer loyalty and cross-market network effcet factor under a certain condition, is still unable to reversing the disadvantage, but will reduce the disadvantage range, and with the increase of advertising elasticity, the disadvantage interval will decrease.