- 學位論文
虛實通路合作廣告策略之探討
Cooperative Advertising in a Virtual-and-real Channel
摘要
研究目的：隨著行動商務的興起，越來越多的餐飲業者試圖在O2O平台上投放廣告來提高離峰時段的服務使用率。為了提升消費者在線上消費的機會，O2O平台常要求餐飲業者參與平台廣告，但這可能會侵蝕餐飲業者從線下客戶中獲得的利潤，故本研究針對餐飲業者與O2O平台之間的合作廣告發展了數學模型，作為雙方合作廣告的分析基礎。 研究方法：運用賽局理論於雙方完全整合、部分整合與獨立分離三種不同情境，分別建構了合作廣告賽局模型，並得出了每種模式下的最佳合作廣告決策及利潤。 研究結果：(1) O2O通路採用全整合模式時，整體廣告支出最大，線上或線下的整體需求量也最大，因此通路獲得的總利潤最高。當通路採用分離獨立模式時，無論整體廣告支出、整體需求和整體利潤是三種模式中最小的。部分整合模式的整體廣告支出、整體需求和整體利潤介於上述兩種模式之間。(2)當廣告影響程度高以及商品吸引力較大時，廣告支出、市場需求量以及利潤都會隨著增加。(3)消費者透過O2O平台購買的優惠券折扣越高時，市場需求量會有所增加，但廣告支出以及利潤會相對的減少。當優惠券給予折扣較少時，利潤將會增加。(4)平台上架費用對於廣告支出、市場需求量的影響取決於雙方採用的整合策略。但無論通路採取什麼樣的整合策略，餐飲業的利潤總是隨著平台上架費用的增加而下降，而平台的利潤總是隨著平台上架費用的增加而增加。 研究貢獻：本研究結果將有助於提供餐飲業者和O2O平台業者建立有效之經營方針，並有效提升我國餐飲業以及電商產業之市場競爭力。
並列摘要
Research purpose: With the rise of mobile commerce, more and more restaurant try to place advertisements on O2O platforms to increase service utilization during off-peak hours. In order to improve consumers' online consumption opportunities, O2O platforms often require restaurant to participate in platform advertising, but this may erode the profits obtained by catering operators from offline customers. Therefore, this research focuses on cooperative advertising between catering operators and O2O platforms. A mathematical model has been developed as the basis for the analysis of cooperative advertising between the two parties. Research method: Using game theory, this reaearch constructs cooperative advertising game models under three different situations: fully integration, partial integration and independent separation, and obtains the best cooperative advertising decision-making and profit under each mode. Research results: (1) When the O2O channel adopts the fully integrated mode, the overall advertising expenditure is the largest, and the overall demand for online or offline is also the largest, so the channel obtains the highest total profit. When the channel adopts a separate and independent mode, the overall advertising expenditure, overall demand and overall profit are the smallest of the three model. The overall advertising expenditure, overall demand and overall profit of the partial integration mode are between the above two models. (2) When the degree of advertising influence and the attractiveness of the product is high, advertising expenditure, market demand and profits will increase. (3) The higher the discount of coupons purchased by consumers through the O2O platform, the market demand will increase, but advertising expenditures and profits will be relatively reduced. When coupons give less discounts, profits will increase. (4) The impact of platform launch fees on advertising expenditures and market demand depends on the integration strategy adopted by both parties. But no matter what kind of integration strategy the channel adopts, the profit of the catering industry always decreases with the increase of the platform's listing expenses, and the platform's profit always increases with the increase of the platform's listing expenses. Research contribution: The results of research will help provide restaurant and O2O platform industry to establish effective business policies, and effectively enhance the market competitiveness of my country's catering industry and e-commerce industry.
參考文獻
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