纵向约束下上下游企业的广告策略分析

发布时间：2018-01-14 09:19

本文关键词：纵向约束下上下游企业的广告策略分析　出处：《首都经济贸易大学》2015年硕士论文　论文类型：学位论文

【摘要】：众所周知,广告在经济生活中的地位越来越重要,随着经济社会的发展,下游企业发展壮大,拥有越来越多的销售渠道及规模优势,消费者越来越挑剔的偏好,价格战不再是唯一方法等各种原因使得合作广告这样一种形式走进上下游企业。合作广告实际上是一种成本分担机制,上游企业对下游企业所作出的地方性广告投入给予一定的分担,本质上可以作为上下游企业实施纵向一体化的一种经营模式。本文从四种基本市场结构入手,进而拓宽至更一般的市场结构,建立模型,对于合作与不合作这两种情况下上下游企业策略的均衡情况进行求解,并对上下游企业以及整个系统的利润变化进行分析说明。本文首先对国内外对上下游企业合作广告的研究成果进行阐述,为模型的建立提供理论依据。接下来以完全竞争为基准情况,对于上游企业主导、下游企业跟随,下游企业主导、上游企业跟随以及上下游企业均为垄断企业这三种基本市场结构进行分析,通过建立模型,求解均衡解,比较合作与不合作两种情况下上下游企业利润的变化情况,得出合作会增加整个系统的利润,可以为消费者带来更加明确的市场信息,也有利于资源配置这样的结论。在第三部分,将市场结构拓宽为上游企业为垄断企业,下游为垄断企业与边缘小企业共存这样更加符合现实生活的情形。在建立模型并求解后,对社会福利进行了分析,得出了在这样的市场结构下,合作会使社会福利增加,上下游企业均有积极的广告投放态度,更加有利于信息的传递的结论。之后本文以汽车制造商与销售商在双十一期间通过不同方式的合作进行促销,最终获得巨额利润为例子,可以看到合作广告使上下游企业获得双赢。接下来为政策建议部分,本文给出了如合理选择并创新广告形式,明确利益与任务、规范合作协议书等建议,并且辅以科学的合作广告效果评价体系,可以使得上下游企业间合作广告的开展更为有效。最后,对本文的主要研究结果进行总结,对未来合作广告的研究方向等进行了展望。
[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.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8

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