本文選題：信息差異化 + 信息不對稱　； 參考：《上海交通大學(xué)》2009年博士論文

【摘要】： 在競爭市場中,企業(yè)需要通過差異化戰(zhàn)略來緩和競爭保持適當利潤。但是,產(chǎn)品的差異化是需要成本的,且產(chǎn)品許多特質(zhì)差異的產(chǎn)生要以企業(yè)的大筆投資化為沉沒成本為代價。為了降低差異化的成本,現(xiàn)代營銷已經(jīng)越來越多地著眼于從產(chǎn)品的非特質(zhì)方面建立起適度的差異,信息化差異便是當前常用的手段之一。 信息差異源自消費者和企業(yè)之間的信息不對稱,而廣告是雙方信息傳遞的一種重要方式,可以部分解決信息不對稱問題,因此信息差異主要是研究廣告對消費者的需求和產(chǎn)品差異化的影響。廣告通過對特定信息的大眾傳播,使同類或同質(zhì)的產(chǎn)品通過品牌的樹立,成功地進行差異化。信息差異的本質(zhì)是企業(yè)通過廣告信息傳遞使消費者對產(chǎn)品形成主觀認知差異。廣告對產(chǎn)品差異化的作用在于建立品牌認知的差異以及由此產(chǎn)生的品牌忠誠,這樣就會促使消費者保持當前的消費選擇。這種普遍意義上的品牌忠誠,降低了消費者對價格競爭的敏感性,限制了消費者產(chǎn)品偏好的轉(zhuǎn)移,改變了市場的競爭條件。因此,信息差異化成為產(chǎn)品差異理論研究的熱點領(lǐng)域。但關(guān)于信息差異化和橫向、縱向差異化之間的關(guān)系,對消費者搜尋的影響,以及信息差異化形成機理等方面一直未有系統(tǒng)的研究成果。對此,本文分別以廠商主導(dǎo)、消費者參與以及消費者主導(dǎo)為切入點,層層深入,對信息差異化模型和形成機理展開研究。本文主要的研究工作包括以下內(nèi)容: 1.構(gòu)建廠商為主導(dǎo)的信息差異化模型。首先圍繞信息性廣告,構(gòu)建橫向、縱向差異化下競爭模型,運用Matlab軟件計算數(shù)值解,通過對比研究發(fā)現(xiàn)橫向和縱向差異化結(jié)論基本一致,即(1)不論是橫向(縱向)差異還是信息差異,只要差異化程度增加,企業(yè)產(chǎn)品價格就會上漲;(2)橫向(縱向)差異化程度越高,均衡時,企業(yè)價格越高,做廣告越多,利潤越大;(3)做廣告的成本越高,均衡時,企業(yè)做廣告越少,價格越高,利潤越小。接下來圍繞說服性廣告,分別構(gòu)建橫向和縱向差異化競爭模型,結(jié)論表明在橫向差異化條件下,企業(yè)廣告競爭的納什均衡顯示出最大的差異化;在縱向差異化條件下,廣告競爭的納什均衡是只有一家企業(yè)愿意做廣告。最后構(gòu)建三階段信息性廣告競爭模型,綜合考慮企業(yè)的定位策略、廣告策略和產(chǎn)品定價策略。結(jié)果表明,企業(yè)在信息和地址兩個維度下,對稱均衡是兩個企業(yè)位于線性城市的兩個極端,實現(xiàn)最大差異化,以盡量緩和價格競爭。 2.構(gòu)建存在消費者搜尋的信息差異化模型。廠商主導(dǎo)的信息差異化模型研究中假定消費者獲知產(chǎn)品信息的唯一途徑就是接受企業(yè)所做的廣告,但現(xiàn)實中,這個假定并不成立。因此構(gòu)建存在消費者搜尋的信息性差異化模型,在這個產(chǎn)品差異化模型中,消費者具有偏好異質(zhì)性,且消費者信息搜尋成本企影響企業(yè)產(chǎn)品價格和廣告水平。首先對模型做出若干假定,按照搜尋前擁有信息的多少,將消費者分為三類:擁有全部信息的消費者、擁有部分信息的消費者和未擁有任何信息的消費者,并重點分析三類消費者的信息搜尋策略,根據(jù)這三類消費者的搜尋策略,對企業(yè)需求進行分析,在此基礎(chǔ)上,得到企業(yè)的利潤函數(shù)。在對模型均衡討論中,利用Matlab仿真給出模型對稱均衡時企業(yè)廣告水平、產(chǎn)品價格以及利潤。得到結(jié)論:(1)消費者的搜尋成本越高,均衡時,企業(yè)產(chǎn)品價格越低,做廣告越多,利潤越小;(2)消費者的保留值越大,均衡時,企業(yè)產(chǎn)品價格越低,做廣告越多,利潤越小。如果消費者對產(chǎn)品信息發(fā)現(xiàn)成本過高,意味著未擁有任何信息消費者將不作任何搜尋,也不會發(fā)生購買行為,本章最后構(gòu)建了發(fā)現(xiàn)成本過高情況下的廣告競爭模型,并討論了均衡時企業(yè)產(chǎn)品價格、廣告水平以及利潤。 3.分析信息差異化形成機理。以上對信息差異化的研究主要是在經(jīng)濟學(xué)研究范式中,探討消費者剩余、廣告成本、利潤最大化,均衡價格等,缺乏對信息差異化的本質(zhì)剖析。同類乃至同質(zhì)的產(chǎn)品經(jīng)過廣告的著意渲染而使之形成主觀認知的差異,從而使產(chǎn)品在信息傳播上產(chǎn)生了差異化的效果。信息差異的本質(zhì)是企業(yè)通過廣告信息傳遞使消費者對產(chǎn)品形成主觀認知差異。因此,有必要從認知心理學(xué)角度對信息差異化本質(zhì)進行剖析,分析信息差異化形成機理,并進行相關(guān)實證研究。首先介紹了消費者對廣告信息認知,分析消費者對廣告信息主觀認知層次;針對消費者主觀信息認知衡量,重點討論了認知的“方法目的鏈”(Means-End Chain)理論以及建立方式,然后討論了廣告信息傳播的層級效果;在這些理論基礎(chǔ)之上,建立信息差異化形成機理理論模型。模型由五個結(jié)構(gòu)變量組成,自變量是信息因素和消費者因素,因變量包括廣告信息主觀認知、情感態(tài)度和購買意愿。正是在信息以及消費者這兩方面因素的共同作用下,使得消費者對于廣告信息認知、情感態(tài)度和購買意愿產(chǎn)生的差異,從而形成信息差異化。 4.對信息差異化形成機理進行實證研究。探討利用不同的廣告信息內(nèi)容和傳遞媒介,在消費者不同信息搜尋努力程度下,消費者認知、情感態(tài)度和購買意愿所產(chǎn)生的差異。首先根據(jù)信息差異化形成機理理論模型提出了研究假設(shè),接下來詳細介紹了實驗設(shè)計和數(shù)據(jù)收集情況,在預(yù)調(diào)研的基礎(chǔ)上,修改問卷并最終形成問卷。在實證研究的過程中,我們應(yīng)用了SPSS11.0和Lisre18.7專業(yè)統(tǒng)計軟件對數(shù)據(jù)資料進行了處理。首先對廣告信息認知和消費者信息搜尋努力程度進行描述性統(tǒng)計分析;接下來進一步對“方法目的鏈”的信息認知理解層次關(guān)系進行驗證;然后針對本實驗設(shè)計的廣告信息認知、廣告情感態(tài)度和購買意愿逐一討論,并加入消費者信息搜尋努力程度作為調(diào)節(jié)變量進行探討;最后是對認知—-態(tài)度—-購買意愿,進行“廣告層級效果”關(guān)系驗證。 本文的創(chuàng)新點包括: 1.建立以廠商主導(dǎo)、消費者參與和消費者主導(dǎo)的信息差異化研究框架。 2.利用Matlab仿真圖對比研究了橫向、縱向差異化下信息性廣告競爭模型,并對結(jié)論一致性做出合理解釋。 3.構(gòu)建三階段信息性廣告競爭模型,綜合考慮了企業(yè)選址定位策略、廣告策略和產(chǎn)品定價策略。 4.放松已有模型中關(guān)于消費者信息搜尋假設(shè),構(gòu)建存在消費者搜尋的信息差異化模型。 5.從認知心理學(xué)角度,分析信息差異化形成機理。 6.利用實驗數(shù)據(jù)驗證了信息差異化形成機理理論模型的假設(shè)。
[Abstract]:In the competitive market, enterprises need to use differentiation strategy to ease competition and maintain appropriate profits. However, the differentiation of products requires cost, and the production of many characteristics of the product is at the expense of the sunk cost. In order to reduce the differentiation, modern marketing has more and more attention. There are moderate differences in the non characteristic aspects of products, and information difference is one of the commonly used means at present.
Information difference is derived from information asymmetry between consumers and enterprises, and advertising is an important way of information transmission between the two parties, which can partly solve the problem of information asymmetry. Therefore, the difference of information is mainly to study the influence of advertising on consumer demand and product differentiation. The essence of the difference of information is that the essence of the difference of information is that the enterprise makes subjective cognitive differences through the transmission of advertising information. The effect of advertising on product differentiation is to establish the differences in brand awareness and the resulting brand loyalty, which will encourage consumers to maintain the current situation. Consumer choice. This universal brand loyalty reduces consumer sensitivity to price competition, restricts the transfer of consumer product preferences and changes the market competition conditions. Therefore, information differentiation has become a hot field in the research of product difference theory. There has been no systematic research on the impact of consumer search and the formation mechanism of information differentiation. This paper, in this paper, studies the information differentiation model and formation mechanism, including the manufacturer leading, consumer participation and consumer dominance. The main research work of this paper includes the following. 1. to build a vendor LED information differentiation model. First, we build a horizontal and vertical differentiation model around information advertising, and use Matlab software to calculate numerical solutions. Through comparative study, it is found that the horizontal and vertical difference conclusions are basically consistent, that is (1) whether it is horizontal (vertical) difference or information difference, as long as the difference process is made. As the degree increases, the price of the enterprise product will rise; (2) the higher the horizontal (vertical) differentiation degree, the higher the price of the enterprise, the more advertising, the greater the profit in the equilibrium. (3) the higher the cost of advertising, the less the advertisement, the higher the price, the smaller the profit. Then, the horizontal and vertical differentiation competition is constructed around the persuasive advertisement. The model, the conclusion shows that under the condition of horizontal differentiation, the Nash equilibrium of enterprise advertising competition shows the biggest difference. Under the condition of vertical differentiation, the Nash equilibrium of advertising competition is only one enterprise willing to advertise. Finally, the three stage information advertising competition model is constructed, the positioning strategy of the enterprise, the advertising strategy and the advertising strategy are taken into consideration. The result of the product pricing strategy shows that, under the two dimensions of information and address, symmetric equilibrium is the two extremes of two enterprises in linear cities to achieve maximum differentiation, so as to minimize the price competition.
2. the information differentiation model of consumer search is constructed. In the study of the vendor dominated information differentiation model, the only way to assume that the consumer knows the product information is to accept the advertisement that the enterprise does, but in reality, this assumption is not established. In the dissimilation model, consumers have preference heterogeneity, and consumer information search costs affect product price and advertising level. First of all, we make a number of assumptions on the model. According to the number of information before the search, consumers are divided into three categories: consumers with all information, consumers with partial information and no letters. On the basis of the search strategy of these three types of consumers, we analyze the information search strategy of the three types of consumers and analyze the enterprise needs according to the three types of consumers' search strategies. On the basis of this, we can get the profit function of the enterprise. In the model equilibrium discussion, the model is used to give the model to the enterprise advertising level, the product price and the profit when the equilibrium is balanced. The conclusions are as follows: (1) the higher the consumer's search cost, the lower the price of the product, the more advertising, the smaller the profit. (2) the greater the value of the consumer's reservation, the lower the price of the product, the more advertising, the smaller the profit. If the consumer is too expensive to find the product information, it means that no information consumer will be owned. Without any search, there will be no purchase behavior. At the end of this chapter, we build a model of advertising competition under the high cost of discovery, and discuss the price of the product, the advertising level and the profit at the time of equilibrium.
3. to analyze the formation mechanism of information differentiation. The above research on information differentiation is mainly in the paradigm of economic research, discussing consumer surplus, advertising cost, profit maximization, equilibrium price and so on. It lacks the essential analysis of information differentiation. The difference is the difference between the product and the information dissemination. The essence of the information difference is that the enterprise makes the subjective cognitive difference between the consumer and the product through the transmission of advertising information. Therefore, it is necessary to analyze the essence of information differentiation from the perspective of cognitive psychology, analyze the formation mechanism of information differentiation, and carry out the related facts. First, it introduces the consumer's cognition of advertising information and analyzes the subjective cognition level of the consumer to the advertising information. According to the consumer's subjective information cognition, it focuses on the theory of "Means-End Chain" and the way of establishing the cognition, and then discusses the hierarchical effect of the advertising information dissemination. On the basis of this, a theoretical model of information differentiation formation mechanism is established. The model is composed of five structural variables, the independent variable is the information factor and the consumer factor, and the variable includes the subjective cognition, the emotional attitude and the purchase intention of the advertising information. It is the common effect of the two aspects of the information and the consumer to the consumer for the advertisement letter. Differences in cognition, emotion and purchase will result in information differentiation.
4. make an empirical study on the formation mechanism of information differentiation. Explore the difference between consumer cognition, emotional attitude and purchase intention with different information content and transmission medium. First, the research hypothesis is put forward according to the theoretical model of information differentiation formation mechanism. In the process of the empirical study, we applied SPSS11.0 and Lisre18.7 professional statistics software to deal with the data. First of all, we made a descriptive analysis of the cognition of advertising information and the degree of consumer information search efforts. The analysis of the relationship between the information cognition and understanding of the "method and purpose chain" is further verified, and then the advertisement information cognition, the emotion attitude and the purchase intention of the advertisement are discussed one by one, and the degree of the consumer information search effort is added as the adjustment variable. The relationship between purchase intention and advertising level effect is verified.
The innovation points of this article include:
1. establish a framework of information differentiation based on vendor led, consumer participation and consumer led.
2. a comparative study of information advertising competition models under horizontal and vertical differentiation is made based on Matlab simulation diagram, and a reasonable explanation is made for consistency of conclusions.
3. build the three stage information advertising competition model, taking into account the location selection strategy, advertising strategy and product pricing strategy.
4., we should relax the consumer information search hypothesis in the existing models and construct an information differentiation model with consumer search.
5., from the perspective of cognitive psychology, the formation mechanism of information differentiation is analyzed.
6. experimental data are used to verify the hypothesis of the theoretical model of the formation mechanism of information differentiation.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2009
【分類號】：F49

【引證文獻】

相關(guān)博士學(xué)位論文 前3條

1 李俊杰;基于產(chǎn)業(yè)視角的IPTV業(yè)務(wù)發(fā)展成長研究[D];北京郵電大學(xué);2012年

2 謝文容;網(wǎng)絡(luò)交易中定價方式的選擇[D];上海交通大學(xué);2013年

3 洪永裕;臺灣中草藥生技產(chǎn)業(yè)技術(shù)進步之經(jīng)濟分析[D];南京農(nóng)業(yè)大學(xué);2012年

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本文編號：1912451