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研究生:黃玉凰
論文名稱:不同通路結構下,最適合作廣告參與率之決策分析
論文名稱(外文):Analyzing the Optimal Cooperative Advertising Participation Rate under Different Channel Structure
指導教授:陳世良陳世良引用關係
學位類別:碩士
校院名稱:國立彰化師範大學
系所名稱:商業教育學系
學門:商業及管理學門
學類:財務金融學類
論文種類:學術論文
論文出版年:2001
畢業學年度:89
語文別:中文
論文頁數:81
中文關鍵詞:合作廣告通路競爭賽局理論
外文關鍵詞:cooperative advertisingchannel competitiongame theory
相關次數:
  • 被引用被引用:11
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  • 評分評分:
  • 下載下載:79
  • 收藏至我的研究室書目清單書目收藏:4
合作廣告在傳統通路和某些產品類別的行銷專案中一直扮演著重要的角色。其不但是許多製造商的宣傳預算的一個重要方針(Bergen and John 1997),也構成零售商廣告預算中的重要部分。台灣此方面發展,雖然受限於地域與市場,其推行歷史不如歐美等先進國家長,但合作廣告在實務上確實已存在於一些跨國企業及大型連鎖商的政策中。
若以巨觀的角度來思考,在全球企業國際化、區域合作聯盟興起的潮流下,隨之而來的,是企業必須面對各地不同的風土人情與文化背景,除了有賴多元的管理思考外,不同地區的廣告行銷手法亦需有所差異,且在注重包裝、行銷手法的今日,產品包裝、價格行銷與促銷可說是日新月異。因此,相對於其他通路協調合作的機制,如垂直整合、簡單契約、內在默契、利潤分享、數量折扣……等,合作廣告的地位將越形重要。然而,在國內目前尚未有關於此一議題的學術研究,故本研究嘗試著對此一議題作一初探。
另外,近年來在行銷通路上亦出現了許多重大的變革,除了大型量販、連鎖店的出現,改變了以往製造商領導掛帥的生態外,亦使通路成員間的競合關係也越趨複雜。本文想以賽局理論為基礎,在不同通路下,將通路競爭與差異化的概念引入合作廣告中,除了探討在競爭賽局下最適廣告合作率的制定外,並討論產品差異化以及廣告效果的影響。本論文研究結果顯示:
(一)在差異化方面,當產品間差異化越小時,製造與零售商間之合作廣告率將會下降,此時,製造商的利潤將增加而零售商利潤將下降;商店間差異化越大時,將使製造商的利潤下降。
(二)在廣告效果方面,當廣告效果越大時,製造商的參與合作廣告意願越高,對零售商越有利。此時,在獨佔零售商通路下,合作廣告補助比率將下降;在獨佔製造商通路下,合作廣告補助比率將上升。
(三)在合作廣告率方面,本論文研究顯示,當製造商有意提高對零售商之廣告補助比例時,若不設定一決定機制,將很容易提高零售商對其競爭對手產品廣告之努力,進而增加競爭對手的銷售量。
最後我們提出具體的策略建議並討論未來研究之方向。
Cooperative advertising plans feature prominently in marketing programs in conventional channel and make the majority of marketing funds in some product categories. It is not only an important aspect of many manufactures’ promotional budgets, but also constitute a significant fraction of retailers’ advertising budgets. Since the restraint of region and market size, the development of cooperative advertising plans in Taiwan is not as popular as developed countries. It has been certainly existed in some multinational corporations and chain stores’ marketing policy.
With the trend of internationalization and the rise of regional cooperative unions, enterprises would face with various of local conditions and customs as well as different culture trait. Therefore, besides many-faceted management, the advertising technique of different region is required; especially people today put great emphasis on package and marketing skills. As contrast with other channel coordination mechanisms such as vertical integration, simple contracts, implicit understandings, profit sharing, quantity discounts and so on, the cooperative advertising would be more and more important. However, this subject is outside of the realm of marketing study that has so far appeared in domestic literature. So we try to explore this issue preliminarily.
Moreover, recently there have been many revolutions in the marketing distribution. The appearance of superstore and the chain store changes the leader position of the manufacturer, and the relationship among the channel members becomes more complicated. In this paper we develop a generalized model by employing game theory to investigate the optimal cooperative advertising participation rates under introducing the conception of channel competition and product differentiation into cooperative advertising. We also discuss the influence of differentiation and advertising effect. It shows that:
1. In differentiation aspect, as products are less differentiated, cooperative adverting participation rate increase; the manufacture profits would increase while the retailer profits would decrease. The manufacture profits would decrease as stores are more differentiated.
2. In advertising effect aspect, with advertising effect increase, the manufacture has more incentive to raise cooperative adverting participation rate, then the retailer profits would increase. At the same time, cooperative adverting participation rate would decrease in monopoly common retailer channel while increase in monopoly manufacture channel.
3. If the manufacture doesn’t design a administrative mechanism when he has more incentive to raise cooperative adverting participation rate, he would add the competitor’s sales and profits inadvertently.
Finally, managerial implications of the results are derived and some suggestions for future research are offered.
目 錄
第一章 緒論 1
第一節研究背景與動機 1
第二節研究目的 6
第三節研究流程6
第四節論文架構8
第二章相關文獻探討9
第一節通路協調與合作廣告9
第二節通路競爭20
第三節賽局理論27
第三章研究設計33
第一節理論基礎33
第二節模型假設37
第三節模型推導 38
第四章分析與討論 54
第一節 差異化影響 55
第二節 廣告效果影響 59
第三節 合作廣告率影響 62
第五章結論與建議 65
第一節 研究發現與建議 66
第二節 研究限制 70
第三節 未來研究方向 71
參考文獻 73
圖 次 目 錄
圖一 研究流程圖 7
圖二 論文架構圖8
圖三 競爭的形式21
圖四 通路結構圖24
圖五 理想模型圖 70
表 次 目 錄
表一 合作廣告V.S其他相似之名詞18
表二 合作廣告與其他相似名詞之差異19
表三 通路結構之介紹與文獻之比較22
表四 MS、VN、RS模型之權力結構分析26
表五 各參數與變數之變動關係 52
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