制造商渠道侵入影响下的企业广告决策研究

Research on firms’advertising strategies with manufacturer encroachment

利用博弈模型,研究了制造商渠道侵入时,“制造商广告”、“制造商–零售商广告”、“零售商广告”三种不同广告模式下,企业的广告和定价决策,并分析了渠道侵入对企业广告、定价等策略的影响.结果表明,与不存在渠道侵入相比,即使渠道侵入导致了基础市场萎缩,当广告成本相对较低时,制造商和零售商仍能够同时通过广告获得更多的收益;相对较高的广告成本总会伤害零售商的收益,而制造商只有在零售商广告模式时其收益可能受到伤害.制造商渠道侵入对企业在分销渠道广告投递强度的影响与广告模式、广告成本系数及渠道替代效用有关,制造商广告模式下,分销渠道中广告强度降低,而制造商–零售商广告和零售商广告模式下,分销渠道中广告强度可能会提高也可能会降低.

A game model is constructed to investigate howfirms make their advertising decisions in three dif-ferent advertising scenarios considering manufacturer encroachment:manufacturer advertising,manufacturer-retailer advertising and retailer advertising.Meanwhile,the impact of manufacturer encroachment onfirm ad-vertising and pricing strategies is examined.The results indicate that,compared with the scenario without manufacturer encroachment,the manufacturer and the retailer can earn more profits with advertising when the cost coefficient of advertising is low,even though the basic market shrinks due to manufacturer encroachment.Manufacturer encroachment will harm the retailer’s revenues when the cost coefficient of advertising is relative-ly high.The manufacturer’s revenues may be harmed only by retailer advertising.The impact of manufacturer encroachment on the advertising level in the retail channel is associated with the advertising mode,the cost coefficient of advertising and the degree of channel substitution effect.Manufacturer advertising will result in a lower advertising level in the retail channel with manufacturer encroachment than without,while the adver-tising level in the retail channel may either increase or decrease in manufacturer-retailer advertising and retailer advertising.