發(fā)布時(shí)間：2018-04-27 17:14

  本文選題：顧客崇洋心理 + 刻板印象率�。� 參考：《中國(guó)管理科學(xué)》2017年07期

【摘要】：考慮單個(gè)制造商和單個(gè)零售商構(gòu)成的供應(yīng)鏈系統(tǒng),基于消費(fèi)者對(duì)本土品牌具有負(fù)面刻板印象心理現(xiàn)狀,討論顧客崇洋心理刻板印象率和洋化廣告的影響因子對(duì)期望收益有何影響的洋化廣告決策問(wèn)題。以國(guó)內(nèi)品牌產(chǎn)品洋化現(xiàn)象如何能獲得更多利潤(rùn)為目標(biāo),構(gòu)建不做廣告、做一般廣告和洋化廣告三種情況收益能力博弈模型,用博弈方法探討其模型函數(shù)的相關(guān)性質(zhì)。結(jié)果表明:(1)供應(yīng)鏈對(duì)廣告的三種決策經(jīng)營(yíng)中,做洋化廣告期望收益最大;(2)顧客崇洋心理刻板印象率和洋化廣告的影響因子對(duì)期望收益具有重要影響,且都存在相應(yīng)的閾值,在一定范圍內(nèi)能夠?qū)崿F(xiàn)期望利潤(rùn)的最大化。隨后通過(guò)數(shù)據(jù)分析進(jìn)一步證明相關(guān)結(jié)論,為相關(guān)運(yùn)營(yíng)者的實(shí)踐操作提供一定理論依據(jù)。
[Abstract]:Considering the supply chain system composed of a single manufacturer and a single retailer, based on the negative stereotypical psychological status of the consumer towards the local brand, This paper discusses the decision-making of foreign advertising in terms of customer's psychological stereotyping rate and the influence factors of foreign advertising on the expected income. Aiming at how to get more profit from the phenomenon of Westernization of brand products in China, the paper constructs a game model of earning ability of non-advertising, general advertising and foreign advertising, and discusses the related properties of the model function by using the game method. The results show that: (1) in the three kinds of decision management of advertising in the supply chain, the expected profit of making western advertisement is the greatest. 2) the psychological stereotype rate of customer's foreign worship and the influence factor of foreign advertisement have important influence on the expected income, and there are corresponding thresholds. To maximize the expected profit within a certain range. Then through the data analysis to further prove the relevant conclusions for the relevant operators to provide a certain theoretical basis for the practical operation.
【作者單位】： 重慶大學(xué)經(jīng)濟(jì)與工商管理學(xué)院;重慶文理學(xué)院;
【基金】：國(guó)家自然科學(xué)基金資助項(xiàng)目(12CXW014) 教育部人文社會(huì)科學(xué)研究項(xiàng)目(12YJCZH283)
【分類(lèi)號(hào)】：F273.2;F713.8

【參考文獻(xiàn)】

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本文編號(hào)：1811596