基于混合渠道的企业定向广告投放优化策略

Optimization strategies of corporate targeted advertising based on dual channel

为了研究不同渠道对企业定向广告投放策略的影响问题,采用Stackelberg动态博弈建立了混合渠道模式下企业投放定向广告对产品的均衡价格、企业利润影响的决策模型。首先分析了单一渠道下企业投放定向广告的均衡策略,然后对混合渠道下企业分散化策略进行了研究,最后系统分析了混合渠道集中化动态化策略。结果表明:一方面,当企业通过混合渠道向目标消费者投放定向广告时,制造商能够利用定向广告更有效地细分目标市场,准确识别对价格敏感的消费者并形成局部垄断市场;另一方面,传统零售商的市场份额下降,零售商和制造商的渠道冲突进一步加剧。制造商制定合理有效的定向广告强度策略可以在一定程度上缓解渠道冲突。

To explore the effects of distinct channels on firm s strategies of targeted advertising,the Stackelberg dynamic game theory was used to set up the decision model on the effect of firm s equilibrium price and profit while using targeted advertising in dual channels.The firm s equilibrium strategies on single channel were analyzed,the diversified strategies on dual channel were investigated,and the centralized strategies on dual channel were analyzed.The results indicated that the manufactures could effectively segment the market,screen the price-sensitive customer and form a local monopoly market by sending targeted advertising in dual channel.However,the application of targeted advertising reduced the market size of retailers,which greatly intensified the channel conflict between the manufacturers and retailers.Only the effective strategy of advertising intensity of targeted advertising could reduce the channel conflict in a certain extent.