考虑合作模式和附加服务的网络广告服务链定价决策和渠道选择

doi:10.16381/j.cnki.issn1003-207x.2022.1065

Abstract

Abstract:

Whether to introduce direct channel，namely， establish an internal sales department to sell online advertisements directly to advertisers， is an important decision facing the media when it develops to a certain stage. It focuses on an online marketing service supply chain comprising of one media and one agency. There are four possible configurations in the market based on two different cooperation modes （premium mode and rebate mode） and two different channel strategies （the media introduce direct channel or not）. The impact of cooperation mode， the proportion of add-on service purchased and the degree of competition between channels on the pricing decision and channel selection of service supply chain is considered and media-led Stackelberg game is used to solve the equilibrium outcomes of different models. It is found that 1） the introduction of direct channel is not always beneficial to the media， but is basically unfavorable to agents； 2） add-on service can alleviate the double marginal effect under the premium model， and the greater the proportion of add-on services purchased， the more evident the effect； 3） under different cooperation modes， the sales price of online advertising in the direct channel is always lower than that in the agency channel. The research results can be used as reference for media’s channel selection and agents' coping strategies.

Key words: agency channel, direct channel, premium mode, rebate mode, add-on service

CLC Number:

F272

Yunhuan Zhang, Zehui Ge, Daoping Wang. Pricing Decision and Channel Selection Strategy for Online Advertising Service Supply Chain Considering Add-on Service and Cooperation Mode[J]. Chinese Journal of Management Science, 2025, 33(6): 196-207.

Figures/Tables 12

参数	含义
$w$	网络广告批发价格
$p c$	代理渠道网络广告销售价格
$p d$	直客渠道网络广告销售价格
$p s$	附加服务销售价格
$D c$	代理渠道网络广告需求量
$D d$	直客渠道网络广告需求量
$D s$	附加服务需求量
λ	广告主对直客渠道的偏好程度( $0 < λ < 1 / 2$ )
$γ$	渠道间交叉价格弹性系数( $0 < γ < 1$ )
$θ$	附加服务购买比例(θ $0 < θ < 1$ )
$α$	返点比例(( $0 < α < 1$ ))
$π m$	媒体的总利润
$π m c$	媒体代理渠道的利润
$π m d$	媒体直客渠道的利润
$π a$	代理商的利润
$π t$	服务链整体的利润

变量	$w 1 *$	$p c 1 P *$	$p s 1 P *$	$π m 1 P *$	$π a 1 P *$
均衡解	$12$	$3 - θ 2 4 - θ 2$	$θ 2 4 - θ 2$	$1 2 4 - θ 2$	$1 4 4 - θ 2$

变量	$p c 1 R *$	$p s 1 R *$	$π m 1 R *$	$π a 1 R *$
均衡解	$12$	$θ 4$	$14 1 - α$	$116 4 α + θ 2$

References 29

1	柳庆勇.委托代理视角下中国广告代理制的消亡与重构［J］.国际新闻界，2013，35（7）： 102-110.
	Liu Q Y.Disappearance and reconstruction of Chinese advertising agency system from principal-agent perspective［J］. Chinese Journal of Journalism & Communication， 2013， 35（7）： 102-110.
2	丁汉青，杨雅，喻国明.2020中国互联网广告市场的十大特点与发展趋势——基于对《中国互联网广告数据报告（2020）》的分析［J］.新闻界，2021（2）： 34-39.
	Ding H Q， Yang Y， Yu G M. Ten features and trends of Chinese online advertising market in 2020： Analytical conclusions on“China online advertising data report（2020）”［J］.Journalism and Mass Communication Monthly， 2021（2）： 34-39.
3	巨量引擎营销观察.自助就能投广告，巨量引擎助力万千中小商家实现数字化营销升级［EB/OL］. （2022-06-12）［2022-12-14］..
	Ocean Engine Marketing Observation.Advertising can be self-service， OceanEngine helps thousands of small and medium-sized businesses to achieve digital marketing upgrade［EB/OL］.（2022-06-12 ）［2022-12-14］..
4	张旭梅，郑雁文，李梦丽，等.O2O模式中考虑附加服务和平台营销努力的供应链合作策略研究［J］.中国管理科学，2022，30（2）：181-190.
	Zhang X M， Zheng Y W， Li M L， et al.Cooperation strategy for supply chain considering add-on service and platform’s marketing effort in O2O model［J］. Chinese Journal of Management Science，2022，30（2）： 181-190.
5	Goldfarb A， Tucker C E. Privacy regulation and online advertising［J］. Management Science， 2010， 57（1）：57-71.
6	Goldfarb A， Tucker C E. Standardization and the effectiveness of online advertising［J］.Management Science， 2014， 61（11）：2707-2719.
7	Hu Y， Shin J， Tang Z L. Incentive problems in performance-based online advertising pricing： Cost per Click vs. cost per action［J］. Management Science， 2015，62（7）：2022-2038.
8	Lu X H， Zhao X. Differential effects of keyword selection in search engine advertising on direct and indirect sales［J］. Journal of Management Information Systems， 2014， 30（4）： 299-326.
9	CelisL E， Lewis G， Mobius M， et al. Buy-it-now or take-a-chance： Price discrimination through randomized auctions［J］.Management Science，2014，60（12）：2927-2948.
10	Schmeiser S. Sharing audience data： Strategic participation in behavioral advertising networks［J］. Review of Industrial Organization， 2018， 52（3）：429-450.
11	Rezaei S， Emami M， Ismail N.Paid Internet advertising （PIA） and frequency of apps-buying decisions： Insights from the retail enterprises in an emerging market［J］. Journal of Enterprise Information Management， 2018， 31（3）： 463-487.
12	梁喜，蒋琼，郭瑾.不同双渠道结构下制造商的定价决策与渠道选择［J］.中国管理科学，2018，26（7）： 97-107.
	Liang X， Jiang Q， Guo J. Pricing policy and channel selection of manufacturers under different dual channel structure［J］. Chinese Journal of Management Science， 2018， 26（7）： 97-107.
13	Pu X J， Sun S X， Shao J. Direct selling， reselling， or agency selling？ Manufacturer’s online distribution strategies and their impact［J］. International Journal of Electronic Commerce， 2020， 24（2）： 232-254.
14	梁喜，肖金凤. 基于区块链和消费者敏感的双渠道供应链定价与渠道选择［J］.中国管理科学，2023， 31（5）：29-38.
	Liang X， Xiao J F. Blockchain-based dual-channel supply chain pricing decision and online channel selection strategy［J］.Chinese Journal of Management Science， 2023， 31（5）：29-38.
15	曹裕，易超群，万光羽.基于制造商网络渠道选择的双渠道供应链定价与服务决策研究［J］. 管理工程学报， 2021， 35（2）： 189-199.
	Cao Y， Yi C Q， Wan G Y. Pricing and service strategies of dual-channel supply chain based on manufacturer’s online channel selection［J］. Journal of Industrial Engineering and Engineering Management， 2021， 35（2）： 189-199.
16	Matsui K. When should a manufacturer set its direct price and wholesale price in dual-channel supply chains？［J］. European Journal of Operational Research， 2017， 258（2）： 501-511.
17	Wang C X， Leng M M， Liang L P. Choosing an online retail channel for a manufacturer： Direct sales or consignment？［J］. International Journal of Production Economics， 2018， 195：338-358.
18	赵连霞，程明宝.基于制造商销售渠道选择的供应链定价策略研究［J］.系统工程理论与实践， 2016， 36（9）： 2310-2319.
	Zhao L X， Cheng M B. Pricing strategy of supply chain based on manufacturer’s marketing channel selection ［J］.Systems Engineering-Theory & Practice， 2016， 36（9）： 2310-2319.
19	刘名武，许以撒，付红.双渠道背景下低碳供应链决策及渠道合作策略［J］.软科学，2019，33（2）： 105-111.
	Liu M W， Xu Y S， Fu H. Low carbon supply chain decision-making and channel cooperation under dual channel background［J］.Soft Science，2019，33（2）：105-111.
20	Tan Y R， Carrillo J E， Cheng H K. The agency model for digital goods ［J］.Decision Sciences， 2016， 47（4）： 628-660.
21	Tan Y R， Carrillo J E. Strategic analysis of the agency model for digital goods［J］. Production and Operations Management， 2017， 26（4）： 724-741.
22	Abhishek V， Jerath K， Zhang Z J. Agency selling or reselling？ Channel structures in electronic retailing［J］. Management Science， 2015， 62（8）： 2259-2280．
23	田宇，但斌，刘墨林，等.保鲜投入影响需求的社区生鲜O2O 模式选择与协调研究［J］.中国管理科学， 2022，30（8）：173-184.
	Tian Y， Dan B， Liu M L， et al.Sales mode selection and coordination for an O2O fresh produce supply chain when freshness-keeping effort affecting demand［J］. Chinese Journal of Management Science， 2022， 30（8）： 173-184.
24	石国强，王勇，段玉兰，等.直销渠道开通的情形下制造商与电商平台合约选择的研究［J］. 管理工程学报， 2021， 35（1）：179-188.
	Shi G Q， Wang Y， Duan Y L， et al. The research on the contract choice between the manufacturer and the e-commerce platform in the presence of direct channel［J］.Journal of Industrial Engineering and Engineering Management， 2021， 35（1）：179-188.
25	Geng X J， Shulman J D. How costs and heterogeneous consumer price sensitivity interact with add-on pricing［J］. Production and Operations Management， 2015， 24（12）： 1870-1882.
26	Lin S. Add-on policies under vertical differentiation： why do luxury hotels charge for internet while economy hotels do not？［J］. Marketing Science， 2017， 36（4）： 610-625.
27	Geng X J， Tan Y L， Wei L. How add-on pricing interacts with distribution contracts［J］. Production and Operations Management，2018，27（4）： 605-623.
28	Yin Q B， Huang K L， Kuo C W， et al. Add-on pricing in a distribution channel［J］. Production and Operations Management， 2021， 30（11）： 4069-4088.
29	Ødegaard F， Wilson J G. Dynamic pricing of primary products and ancillary services［J］. European Journal of Operational Research， 2016， 251（2）： 586-599.

[1]	Zehui Ge,Yunhuan Zhang,Daoping Wang,Xinyu Li. Cooperation Mode of Online Marketing Service Supply Chain Considering Complementarity and Channel Power [J]. Chinese Journal of Management Science, 2024, 32(9): 271-280.
[2]	ZHANG Qiao-ke, CHEN Hong-zhuan, WAN Liang-qi. Optimization Analysis of Hotel Direct Channel and Online Travel Agent Distribution Channel Strategy [J]. Chinese Journal of Management Science, 2023, 31(2): 235-244.
[3]	ZHANG Xu-mei, ZHENG Yan-wen, LI Meng-li, TIAN Yu. Cooperation Strategy for Supply Chain Considering Add-on Service and Platform’s Marketing Effort in O2O Model [J]. Chinese Journal of Management Science, 2022, 30(2): 181-190.
[4]	WEN Yue, WANG Yong, DAN Bin, SHI Ming-jun. Research on Multi-Channel Competition Strategy Considering Introduction of Self-operated Channel by E-commerce Platform and Online Direct Channel by Manufacturer [J]. Chinese Journal of Management Science, 2019, 27(10): 77-89.
[5]	HUANG Zong-sheng, NIE Jia-jia, ZHAO Ying-xue. The Choice of Money-back Guarantees of Dual Channel Retailer [J]. Chinese Journal of Management Science, 2016, 24(2): 61-68.
[6]	LI Hai, CUI Nan-fang, XU Xian-hao. Game Analysis on the Interplay Between Introduction of Store Brand by Retailer and Direct Channel by Manufacturer [J]. Chinese Journal of Management Science, 2016, 24(1): 107-115.

Pricing Decision and Channel Selection Strategy for Online Advertising Service Supply Chain Considering Add-on Service and Cooperation Mode

RichHTML

PDF (PC)

Knowledge

Abstract

Cite this article

share this article

Figures/Tables 12

References 29

Related Articles 6

Metrics

Comments

Recommended 0