面向网络零售平台的合作广告策略研究

doi:10.16381/j.cnki.issn1003-207x.2020.09.018

摘要/Abstract

摘要： 制造商通过第三方网络零售平台开展直销渠道已经成为普遍模式。除价格策略外，广告宣传是企业获得消费者最常用的策略之一，已有研究表明，合作广告策略可有效协调供应链冲突和优化绩效，但在新零售模式中，传统渠道和网络渠道的特点使得网络零售平台和传统零售商的广告宣传对不同销售渠道的影响更加复杂和有趣，因此本文研究网络零售平台的参与对制造商合作广告策略的影响。在文中通过数学建模的方法比较制造商的四种不同策略：不合作策略、制造商仅与传统零售商合作的策略、制造商仅与网络零售平台合作的策略和制造商与两者均合作的策略，通过对不同策略中渠道成员的利润进行比较，可得以下结论：1）制造商的最佳策略为同时与传统零售商和网络零售平台合作；2）当两渠道的广告存在相互"搭便车"行为时，渠道成员之间最优策略一致；3）当网络、传统渠道的广告宣传为竞争关系时，渠道成员的最优策略不一致，但存在"相对"最优策略：传统零售商和网络零售平台同时与制造商合作，该策略下传统零售商、网络零售平台的利润可能会降低，但降低比例为最小。

关键词: 网络零售平台, 双渠道, 合作广告策略

Abstract: Opening online direct marketing channels through the online retail platforms has been a common model for manufacturer, more and more consumers purchase products or services through online channel. Except pricing, advertising promotion is another one among the most important marketing strategies for manufacturer or retailer to stay competitive in the market, for example, online retail platform and traditional retailer invest great amount advertisement to attract consumers. In the traditional supply chain, the manufacturer often shares part of the retailer'sadvertising cost to encourage the retailer improve advertisement level then to improve profit.In order to explore which is the best partner for manufacturer in cooperative advertising activity when manufacturer confront online platform and retailer, four different cooperative advertising strategies are established in this paper: non-cooperation strategy, manufacturer only cooperate with traditional retailers,manufacturer only cooperate with online retail platform and manufacturer cooperating with retailer and online platform at the same time. By comparing the optimal decisions and member's profitin different strategies, the following results are obtained: 1) The optimal strategy for manufacturerimply that manufacturer should bearsome advertising cost for online retailer platform and offline retailer; 2) The optimal strategy is consistent among channel members when there is "free-rider" behavior inretailer andonline platform's advertising; 3) When there exist competition between two advertising effect, the optimal strategy of online platform (traditional retailers) advocate online platform(retailer) cooperate with manufacturer, under this strategy, the retailer and online platform's profit will decrease at a minimal degree.

Key words: online retailer platform, dual-channel, cooperative advertising strategy

中图分类号:

F272

高丹, 王义宝, 陈敬文. 面向网络零售平台的合作广告策略研究[J]. 中国管理科学, 2020, 28(9): 176-187.

GAO Dan, WANG Yi-bao, CHEN Jing-wen. Cooperative Advertising Models in Supply Chains with Online Platform[J]. Chinese Journal of Management Science, 2020, 28(9): 176-187.

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