通路競合下合作廣告參與率之決策分析

Analyzing Cooperative Advertising Model under Channel Co-Opetition

黃玉凰(Yu-Huang Huang) ； 林玉華(Yu-Hua Lin) ； 高文彬(Wen-Bing Gau)

《修平學報》 34期 (2017/03) Pp. 113-129

摘要

大型量販、連鎖店的出現使行銷通路產生許多重大的變革，不僅改變以往製造商領導掛帥的生態，並促使各通路成員間的競爭也越趨激烈，因此，在通路上游的製造商不但要改變以往老大的心態，重視零售商的意見，更要了解零售商的自利行為方可獲得最大利潤。本文以賽局理論為基礎，將通路競爭與產品差異化的概念引入合作廣告中，探討最適廣告合作率的制定。本研究結果發現當產品差異化越大，對製造商越有利卻使零售商利潤受損；而當廣告效果對市場需求量影響越大時，則對零售商越有利。最後我們提出具體的策略建議並討論未來研究之方向。

關鍵字

合作廣告 ； 通路競爭 ； 賽局理論

並列摘要

Recently there have been many revolutions in the marketing distribution. The appearance of superstore and the chain store changes the leader position of the manufacturer, and hence these intense the competition among the channel members. After these revolutions the manufacturers, the up side of the marketing channel, not only need anticipate the reaction of the retailers, but understand the interest of their own retailers to gain the maximum of benefit. In this paper we develop a generalized model by employing game theory to investigate the optimal cooperative advertising participation rates under introducing the conception of channel competition and product differentiation into cooperative advertising. It shows that product differentiation benefits manufactures at the same time hurting retailer. It benefits retailer while advertising effect has more powerful effect on market demand. Finally, managerial implications of the results are derived and some suggestions for future research are offered.

並列關鍵字

Cooperative advertising ； Channel competition ； Game theory

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