论文部分内容阅读
建立了基于顾客认知的2个阶段双寡头定向广告竞争模型.假设2个相互竞争的企业在第1阶段销售期过后,可根据销售记录认知异质的顾客,从而可以在第2阶段针对不同类型的顾客向其投放定向广告,而广告能够提高目标受众对产品的价值感知.通过对各个销售阶段企业均衡决策及均衡利润的分析发现,在当前销售期输掉竞争的企业反而能通过定向广告策略赢得未来销售期的竞争.于是,企业为了获得更高的长期利润会主动削弱彼此之间的价格竞争.进一步的分析表明,定向广告主要通过3个方面的作用提高企业利润,即价值增值、窃取顾客以及缓和竞争.最后,通过对社会福利及消费者剩余的讨论发现,基于顾客认知的定向广告虽然有助于增加企业利润,却损害了消费者的利益.因此,随着定向技术的迅速发展,有关公共部门应采取措施保护好消费者的利益.
A 2-stage bidirectional advertising competition model based on customer's cognition is established.It is assumed that two competing companies can recognize the heterogeneous customers according to the sales record after the sales period of the first stage, Different types of customers put targeted advertising to them, and advertising can improve the target audience's perception of the value of the product.By analyzing the equilibrium decision-making and equilibrium profit of enterprises in various sales stages, it can be found that the enterprises losing the competition in the current sales period can, instead, Advertising strategy to win the future sales of competition.Thus, companies in order to obtain higher long-term profit will take the initiative to weaken the price competition between each other further analysis shows that targeted advertising mainly through the role of three aspects to improve corporate profits, value added , Steal customers and ease the competition.Finally, through the discussion of social welfare and consumer surplus, it is found that targeted advertising based on customer's cognition can not only help to increase corporate profits, but also harm the interests of consumers.Therefore, with the directional technology The rapid development of the public sector should take measures to protect the interests of consumers.