本文關(guān)鍵詞：縱向約束下上下游企業(yè)的廣告策略分析　出處：《首都經(jīng)濟(jì)貿(mào)易大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 縱向約束 合作廣告 上下游企業(yè) 博弈分析

【摘要】：眾所周知,廣告在經(jīng)濟(jì)生活中的地位越來越重要,隨著經(jīng)濟(jì)社會的發(fā)展,下游企業(yè)發(fā)展壯大,擁有越來越多的銷售渠道及規(guī)模優(yōu)勢,消費者越來越挑剔的偏好,價格戰(zhàn)不再是唯一方法等各種原因使得合作廣告這樣一種形式走進(jìn)上下游企業(yè)。合作廣告實際上是一種成本分擔(dān)機(jī)制,上游企業(yè)對下游企業(yè)所作出的地方性廣告投入給予一定的分擔(dān),本質(zhì)上可以作為上下游企業(yè)實施縱向一體化的一種經(jīng)營模式。本文從四種基本市場結(jié)構(gòu)入手,進(jìn)而拓寬至更一般的市場結(jié)構(gòu),建立模型,對于合作與不合作這兩種情況下上下游企業(yè)策略的均衡情況進(jìn)行求解,并對上下游企業(yè)以及整個系統(tǒng)的利潤變化進(jìn)行分析說明。本文首先對國內(nèi)外對上下游企業(yè)合作廣告的研究成果進(jìn)行闡述,為模型的建立提供理論依據(jù)。接下來以完全競爭為基準(zhǔn)情況,對于上游企業(yè)主導(dǎo)、下游企業(yè)跟隨,下游企業(yè)主導(dǎo)、上游企業(yè)跟隨以及上下游企業(yè)均為壟斷企業(yè)這三種基本市場結(jié)構(gòu)進(jìn)行分析,通過建立模型,求解均衡解,比較合作與不合作兩種情況下上下游企業(yè)利潤的變化情況,得出合作會增加整個系統(tǒng)的利潤,可以為消費者帶來更加明確的市場信息,也有利于資源配置這樣的結(jié)論。在第三部分,將市場結(jié)構(gòu)拓寬為上游企業(yè)為壟斷企業(yè),下游為壟斷企業(yè)與邊緣小企業(yè)共存這樣更加符合現(xiàn)實生活的情形。在建立模型并求解后,對社會福利進(jìn)行了分析,得出了在這樣的市場結(jié)構(gòu)下,合作會使社會福利增加,上下游企業(yè)均有積極的廣告投放態(tài)度,更加有利于信息的傳遞的結(jié)論。之后本文以汽車制造商與銷售商在雙十一期間通過不同方式的合作進(jìn)行促銷,最終獲得巨額利潤為例子,可以看到合作廣告使上下游企業(yè)獲得雙贏。接下來為政策建議部分,本文給出了如合理選擇并創(chuàng)新廣告形式,明確利益與任務(wù)、規(guī)范合作協(xié)議書等建議,并且輔以科學(xué)的合作廣告效果評價體系,可以使得上下游企業(yè)間合作廣告的開展更為有效。最后,對本文的主要研究結(jié)果進(jìn)行總結(jié),對未來合作廣告的研究方向等進(jìn)行了展望。
[Abstract]:As we all know, advertising is more and more important in economic life. With the development of economy and society, downstream enterprises develop and grow, have more and more sales channels and scale advantages, consumers are more and more picky preference. Price war is no longer the only way to make cooperative advertising a form of upstream and downstream enterprises. Cooperative advertising is actually a cost sharing mechanism. Upstream enterprises share the local advertising investment made by downstream enterprises, which can in essence be regarded as a management model of vertical integration of upstream and downstream enterprises. This paper starts with four basic market structures. Then it expands to a more general market structure and establishes a model to solve the equilibrium of upstream and downstream enterprise strategy under the two situations of cooperation and non-cooperation. And the upstream and downstream enterprises and the whole system of profit changes are analyzed and explained. Firstly, this paper describes the research results of upstream and downstream enterprise cooperative advertising at home and abroad. To provide the theoretical basis for the establishment of the model. Then take the complete competition as the benchmark, for upstream enterprises to lead, downstream enterprises to follow, downstream enterprises to lead. The three basic market structures of upstream enterprises and upstream and downstream enterprises are monopolies are analyzed, and the equilibrium solutions are solved by establishing models. Comparing the profit changes of upstream and downstream enterprises under the two situations of cooperation and non-cooperation, it is concluded that cooperation will increase the profits of the whole system, and can bring more clear market information to consumers. In the third part, the market structure will be widened to upstream enterprises as monopoly enterprises. The downstream monopoly enterprises and marginal small enterprises co-exist such more in line with the real life situation. After establishing the model and solving the social welfare, we get the market structure under this kind of market structure. Cooperation will increase social welfare, upstream and downstream enterprises have a positive advertising attitude. The conclusion is more conducive to the transmission of information. Then this paper takes automobile manufacturers and sellers in different ways to promote sales during double November, and finally make a huge profit as an example. We can see that cooperative advertising can make upstream and downstream enterprises gain win-win. Then for the part of policy recommendations, this paper gives some suggestions, such as reasonable choice and innovation of advertising form, clear interests and tasks, and standardize cooperation agreement and so on. And with the scientific evaluation system of cooperative advertising effect, it can make the development of cooperative advertising between upstream and downstream enterprises more effective. Finally, the main research results of this paper are summarized. The future research direction of cooperative advertising is prospected.
【學(xué)位授予單位】：首都經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F713.8

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本文編號：1422972