基于顾客崇洋心理刻板印象的国内品牌产品洋化广告决策

发布时间：2018-04-27 17:14

本文选题：顾客崇洋心理 + 刻板印象率　；参考：《中国管理科学》2017年07期

【摘要】：考虑单个制造商和单个零售商构成的供应链系统,基于消费者对本土品牌具有负面刻板印象心理现状,讨论顾客崇洋心理刻板印象率和洋化广告的影响因子对期望收益有何影响的洋化广告决策问题。以国内品牌产品洋化现象如何能获得更多利润为目标,构建不做广告、做一般广告和洋化广告三种情况收益能力博弈模型,用博弈方法探讨其模型函数的相关性质。结果表明:(1)供应链对广告的三种决策经营中,做洋化广告期望收益最大;(2)顾客崇洋心理刻板印象率和洋化广告的影响因子对期望收益具有重要影响,且都存在相应的阈值,在一定范围内能够实现期望利润的最大化。随后通过数据分析进一步证明相关结论,为相关运营者的实践操作提供一定理论依据。
[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.
【作者单位】：重庆大学经济与工商管理学院;重庆文理学院;
【基金】：国家自然科学基金资助项目(12CXW014) 教育部人文社会科学研究项目(12YJCZH283)
【分类号】：F273.2;F713.8

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