Optimization strategies of corporate targeted advertising based on dual channel

被引：0
|
作者：
Zhao J. [1 ,2 ]
Liu J. [1 ]
Mei S. [3 ]
机构：
[1] School of Management, Fudan University, Shanghai
[2] School of Business Administration, Zhejiang University of Finance & Economics, Hangzhou
[3] School of Economics and Management, Southeast University, Nanjing
来源：
Jisuanji Jicheng Zhizao Xitong/Computer Integrated Manufacturing Systems, CIMS | 2019年 / 25卷 / 09期
基金：
中国国家自然科学基金; 中国博士后科学基金;
关键词：
Channel conflict; Dual channel; Electronic channel; Stackelberg dynamic game theory; Targeted advertising;
D O I：
10.13196/j.cims.2019.09.025
中图分类号：
学科分类号：
摘要：
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. © 2019, Editorial Department of CIMS. All right reserved.
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页码：2385 / 2394
页数：9
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