零售商竞争下的垂直合作广告模型

中国管理科学 ›› 2005, Vol. ›› Issue (2): 63-69.

零售商竞争下的垂直合作广告模型

王磊, 梁樑, 吴德胜, 熊立

中国科学技术大学商学院, 安徽合肥, 230026

收稿日期:2004-09-03 修回日期:2005-03-14 出版日期:2005-04-28 发布日期:2012-03-07
基金资助:
国家自然科学基金资助项目(70371023);教育部博士点资助项目(20030358052)

Vertical Cooperative Advertising Model under Retailers’ Competition

WANG Lei, LIANG Liang, WU De-sheng, XIONG Li

Business School, University of Science and Technology of China, Hefei 230026, China

Received:2004-09-03 Revised:2005-03-14 Online:2005-04-28 Published:2012-03-07

摘要/Abstract

摘要： 关于合作广告问题的研究目前主要集中在探讨单一制造商和单一零售商时的情况。本文则在此基础上,把研究扩展到单一制造商和多个竞争性的零售商的情况。零售商的商品需求量除了受到自己的广告投入影响还受到竞争者广告投入的影响。在这种情况下,合作广告不同于单一零售商时的情况。那么在新的情形下,零售商的广告投入策略如何?制造商针对不同的零售商怎样制定补贴策略?哪些因素影响以及如何影响对不同营销渠道的选择?这些问题是本文的主要研究内容。

关键词: 合作广告, 广告补贴政策, 营销渠道, 合作

Abstract: The previous research of the cooperative advertising question mainly concentrates on the situation of single manufacturer and single retailer.This paper expands studying to the situations of single manufacturers and multiple competitive retailers.The retailer’s commodity demand volume is influenced by competitor’s advertising input as well as by one’s own advertising inputting.In this case,cooperative advertising issue is different from single retailer case.Then under the new situation,how are the retailer’s advertising input tactics?How do manufacturers make the replenishing policy to different retailer?Which factor influence and how influence choice of marketing channel?These questions are the main contents of this paper.

Key words: Co-op advertising, advertising reimbursement policy, marketing channel, cooperation

中图分类号:

F713

王磊, 梁樑, 吴德胜, 熊立. 零售商竞争下的垂直合作广告模型[J]. 中国管理科学, 2005, (2): 63-69.

WANG Lei, LIANG Liang, WU De-sheng, XIONG Li. Vertical Cooperative Advertising Model under Retailers’ Competition[J]. Chinese Journal of Management Science, 2005, (2): 63-69.

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