The stimulus to carry out this research is to investigate the relationship between internet advertisement and its features on the total E-commerce sales of the top five countries of Europe. The units of analysis are t...The stimulus to carry out this research is to investigate the relationship between internet advertisement and its features on the total E-commerce sales of the top five countries of Europe. The units of analysis are the individuals of UK, France, Italy, Germany and Netherland. Secondary data are collected from the reports of [1] (ADEX, 2010) and [2] (Eurostats, 2011). To empirically determine the relationship between independent variable and dependent variable in the European context, the study uses various statistical techniques, including OLS regression and correlation analysis techniques. The empirical findings indicate that the Internet advertisement features of search advertisement and classified advertisement have positive significant relationship with the E-commerce sales in Europe. The empirical findings indicate negative significant relationship of display advertisement with the E-commerce sales in Europe. However, this variable is also justified with the help of literature. Findings also demonstrate that search advertisement has strong positive relationship and it generates positive influence for the E-commerce sales as compared to the classified advertisement and display advertisement. Firms and marketers which are investing in online advertisement will find these results useful as they can get better sales and can use these features of online advertisement in order to maximize the sales of their products and services.展开更多
网络直播广告作为一种新型营销方式快速发展,优化直播广告运营主体努力水平及定价策略是一项值得深入研究的课题。本文基于广告投放效果的两种定价模式,构建了包含两个广告商和一个主播的网络直播广告定价决策模型,探索广告商与主播的...网络直播广告作为一种新型营销方式快速发展,优化直播广告运营主体努力水平及定价策略是一项值得深入研究的课题。本文基于广告投放效果的两种定价模式,构建了包含两个广告商和一个主播的网络直播广告定价决策模型,探索广告商与主播的最优努力水平选择及广告定价策略。研究发现:CPW(cost per watch)定价模式下,广告商承担了消费者是否购买的不确定性风险,当消费者敏感性系数偏低时,广告商会提交较低的出价,且B/D两类广告商赢得竞拍的概率相等;对比CPW模式,在CPA(cost per action)定价模式下广告商的努力水平更低,且CPA定价模式中B型(品牌型)广告商赢得竞拍的概率更大,但赢得竞拍的广告商边际利润往往较低;与广告商相反,主播在CPA定价模式下的收益大于CPW,且随消费者敏感性系数的增加,两种定价模式下的收益差逐渐增大;CPW定价模式下预期观看直播的用户量和购买率均高于CPA,网络直播市场倾向于从CPW广告定价合同中获得较大收益。展开更多
A new supply contract based on sharing the sales profits as well as the cost of effort was devel- oped to coordinate the supply chain with sales effort effects. The contract coordinates the supplier’s actions with ...A new supply contract based on sharing the sales profits as well as the cost of effort was devel- oped to coordinate the supply chain with sales effort effects. The contract coordinates the supplier’s actions with voluntary compliance; the contract is symmetric in the sense that both the supplier’s and retailer’s prof- its are linearly correlated and is more easily implemented in some situations. The impact of the retailer’s loss aversion on his effort is investigated based on the contract. After characterizing the retailer’s optimal solutions, this paper demonstrates that contrary to intuition, loss aversion weakens incentives for retailer’s sales effort and the retailer’s optimal effort decreases as the loss aversion increases.展开更多
In this paper,we consider the financing issues in a supply chain where the capitalconstrained retailer should use limited funds to pay for both order and sales.The retailer decides the retail price,order quantity exan...In this paper,we consider the financing issues in a supply chain where the capitalconstrained retailer should use limited funds to pay for both order and sales.The retailer decides the retail price,order quantity exante and sales effort expost,and he supports these operational activities by two financing sources:bank loan and trade credit.We illustrate that in this two-stage problem,the price-setting retailer’s equilibrium sales effort and retail price are both related to the market realization value and the retailer’s cash level.These two financing sources are both able to stimulate the retailer to promote sales.If the retailer’s cash level is reasonably high,both parties(supplier and retailer)benefit from trade credit.By contrast,if the retailer’s cash level is low,trade credit may discourage the retailer from sales promotion.Counterintuitively,our study shows that the retailer spends more on sales when the market is good than when it is bad.展开更多
文摘The stimulus to carry out this research is to investigate the relationship between internet advertisement and its features on the total E-commerce sales of the top five countries of Europe. The units of analysis are the individuals of UK, France, Italy, Germany and Netherland. Secondary data are collected from the reports of [1] (ADEX, 2010) and [2] (Eurostats, 2011). To empirically determine the relationship between independent variable and dependent variable in the European context, the study uses various statistical techniques, including OLS regression and correlation analysis techniques. The empirical findings indicate that the Internet advertisement features of search advertisement and classified advertisement have positive significant relationship with the E-commerce sales in Europe. The empirical findings indicate negative significant relationship of display advertisement with the E-commerce sales in Europe. However, this variable is also justified with the help of literature. Findings also demonstrate that search advertisement has strong positive relationship and it generates positive influence for the E-commerce sales as compared to the classified advertisement and display advertisement. Firms and marketers which are investing in online advertisement will find these results useful as they can get better sales and can use these features of online advertisement in order to maximize the sales of their products and services.
文摘网络直播广告作为一种新型营销方式快速发展,优化直播广告运营主体努力水平及定价策略是一项值得深入研究的课题。本文基于广告投放效果的两种定价模式,构建了包含两个广告商和一个主播的网络直播广告定价决策模型,探索广告商与主播的最优努力水平选择及广告定价策略。研究发现:CPW(cost per watch)定价模式下,广告商承担了消费者是否购买的不确定性风险,当消费者敏感性系数偏低时,广告商会提交较低的出价,且B/D两类广告商赢得竞拍的概率相等;对比CPW模式,在CPA(cost per action)定价模式下广告商的努力水平更低,且CPA定价模式中B型(品牌型)广告商赢得竞拍的概率更大,但赢得竞拍的广告商边际利润往往较低;与广告商相反,主播在CPA定价模式下的收益大于CPW,且随消费者敏感性系数的增加,两种定价模式下的收益差逐渐增大;CPW定价模式下预期观看直播的用户量和购买率均高于CPA,网络直播市场倾向于从CPW广告定价合同中获得较大收益。
基金Supported by the National Natural Science Foundation of China(No. 60174046)
文摘A new supply contract based on sharing the sales profits as well as the cost of effort was devel- oped to coordinate the supply chain with sales effort effects. The contract coordinates the supplier’s actions with voluntary compliance; the contract is symmetric in the sense that both the supplier’s and retailer’s prof- its are linearly correlated and is more easily implemented in some situations. The impact of the retailer’s loss aversion on his effort is investigated based on the contract. After characterizing the retailer’s optimal solutions, this paper demonstrates that contrary to intuition, loss aversion weakens incentives for retailer’s sales effort and the retailer’s optimal effort decreases as the loss aversion increases.
基金This work is supported in part by National Natural Science Foundation of China[grant number 71125003],[grant number 71421002].
文摘In this paper,we consider the financing issues in a supply chain where the capitalconstrained retailer should use limited funds to pay for both order and sales.The retailer decides the retail price,order quantity exante and sales effort expost,and he supports these operational activities by two financing sources:bank loan and trade credit.We illustrate that in this two-stage problem,the price-setting retailer’s equilibrium sales effort and retail price are both related to the market realization value and the retailer’s cash level.These two financing sources are both able to stimulate the retailer to promote sales.If the retailer’s cash level is reasonably high,both parties(supplier and retailer)benefit from trade credit.By contrast,if the retailer’s cash level is low,trade credit may discourage the retailer from sales promotion.Counterintuitively,our study shows that the retailer spends more on sales when the market is good than when it is bad.
