文化企业营销服务提供商竞争博弈模型研究——基于个性化需求与服务延迟视角

发布时间：2018-01-14 08:28

本文关键词：文化企业营销服务提供商竞争博弈模型研究——基于个性化需求与服务延迟视角　出处：《产业经济评论》2016年03期 　论文类型：期刊论文

【摘要】：本文主要研究服务水平对整合营销(IM)服务提供商竞争策略的影响,构建定制营销(CM)服务与IM服务博弈竞争模型,研究在CM实施周期和IM服务种类数确定的情况下,IM存在服务延迟时服务提供商的竞争博弈行为。结果显示,市场仅存在一种均衡状态,即价格竞争均衡。在该均衡结果中,IM服务提供商遵循"最大差异化"原则,仅提供一种标准化服务。CM服务提供商的利润总是会随着文化企业对CM服务实施周期敏感性的增加而降低,随着文化企业对IM服务不适程度的增加而提高,且CM服务二次开发可变成本的增加始终不利于CM服务提供商均衡利润的增加,而这些参变量对IM服务提供商均衡利润的影响,始终会受到CM二次开发可变成本的影响。越小的CM二次开发成本对IM服务提供商利润的提升越不利,因为较小的二次开发成本使得CM与IM之间成本差异化减小,致使双方竞争更加激烈,不利于IM服务提供商均衡利润的提升。
[Abstract]:This paper mainly studies the influence of service level on the competitive strategy of integrated marketing (IMM) service providers, and constructs a game competition model between customized marketing services and IM services. This paper studies the competitive game behavior of service providers when the service delay exists in the CM implementation period and the number of IM services. The results show that there is only one equilibrium state in the market. In this equilibrium result, IM service providers follow the principle of "maximum differentiation". The profit of providing only one standardized service .CM service provider always decreases as the cultural enterprise becomes more sensitive to the CM service implementation cycle. With the increase of cultural enterprises' discomfort to IM service, and the increase of CM service secondary development variable cost is always unfavorable to the increase of CM service provider equilibrium profit. These parameters will always be affected by the variable cost of CM secondary development. The smaller the CM secondary development cost is, the more disadvantageous it is to the IM service provider's profit promotion. Because of the small secondary development cost, the cost difference between CM and IM is reduced, which makes the competition between CM and IM more fierce, which is not conducive to the promotion of the equilibrium profit of IM service provider.
【作者单位】：重庆理工大学;
【分类号】：F274;G124
【正文快照】： 引言定制营销(Customization Markting,CM)是在大规模生产基础上,将市场细分到极限程度,把每一位顾客视为一个潜在的细分市场,并根据每一位顾客的特定要求,单独设计、生产产品并迅捷交货的营销方式。其核心目标是以顾客愿意支付的价格并以能获得一定利润的成本高效率地进行产

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