信息差异化模型和形成机理研究

发布时间：2018-05-20 00:45

本文选题：信息差异化 + 信息不对称　；参考：《上海交通大学》2009年博士论文

【摘要】： 在竞争市场中,企业需要通过差异化战略来缓和竞争保持适当利润。但是,产品的差异化是需要成本的,且产品许多特质差异的产生要以企业的大笔投资化为沉没成本为代价。为了降低差异化的成本,现代营销已经越来越多地着眼于从产品的非特质方面建立起适度的差异,信息化差异便是当前常用的手段之一。信息差异源自消费者和企业之间的信息不对称,而广告是双方信息传递的一种重要方式,可以部分解决信息不对称问题,因此信息差异主要是研究广告对消费者的需求和产品差异化的影响。广告通过对特定信息的大众传播,使同类或同质的产品通过品牌的树立,成功地进行差异化。信息差异的本质是企业通过广告信息传递使消费者对产品形成主观认知差异。广告对产品差异化的作用在于建立品牌认知的差异以及由此产生的品牌忠诚,这样就会促使消费者保持当前的消费选择。这种普遍意义上的品牌忠诚,降低了消费者对价格竞争的敏感性,限制了消费者产品偏好的转移,改变了市场的竞争条件。因此,信息差异化成为产品差异理论研究的热点领域。但关于信息差异化和横向、纵向差异化之间的关系,对消费者搜寻的影响,以及信息差异化形成机理等方面一直未有系统的研究成果。对此,本文分别以厂商主导、消费者参与以及消费者主导为切入点,层层深入,对信息差异化模型和形成机理展开研究。本文主要的研究工作包括以下内容: 1.构建厂商为主导的信息差异化模型。首先围绕信息性广告,构建横向、纵向差异化下竞争模型,运用Matlab软件计算数值解,通过对比研究发现横向和纵向差异化结论基本一致,即(1)不论是横向(纵向)差异还是信息差异,只要差异化程度增加,企业产品价格就会上涨;(2)横向(纵向)差异化程度越高,均衡时,企业价格越高,做广告越多,利润越大;(3)做广告的成本越高,均衡时,企业做广告越少,价格越高,利润越小。接下来围绕说服性广告,分别构建横向和纵向差异化竞争模型,结论表明在横向差异化条件下,企业广告竞争的纳什均衡显示出最大的差异化;在纵向差异化条件下,广告竞争的纳什均衡是只有一家企业愿意做广告。最后构建三阶段信息性广告竞争模型,综合考虑企业的定位策略、广告策略和产品定价策略。结果表明,企业在信息和地址两个维度下,对称均衡是两个企业位于线性城市的两个极端,实现最大差异化,以尽量缓和价格竞争。 2.构建存在消费者搜寻的信息差异化模型。厂商主导的信息差异化模型研究中假定消费者获知产品信息的唯一途径就是接受企业所做的广告,但现实中,这个假定并不成立。因此构建存在消费者搜寻的信息性差异化模型,在这个产品差异化模型中,消费者具有偏好异质性,且消费者信息搜寻成本企影响企业产品价格和广告水平。首先对模型做出若干假定,按照搜寻前拥有信息的多少,将消费者分为三类:拥有全部信息的消费者、拥有部分信息的消费者和未拥有任何信息的消费者,并重点分析三类消费者的信息搜寻策略,根据这三类消费者的搜寻策略,对企业需求进行分析,在此基础上,得到企业的利润函数。在对模型均衡讨论中,利用Matlab仿真给出模型对称均衡时企业广告水平、产品价格以及利润。得到结论:(1)消费者的搜寻成本越高,均衡时,企业产品价格越低,做广告越多,利润越小;(2)消费者的保留值越大,均衡时,企业产品价格越低,做广告越多,利润越小。如果消费者对产品信息发现成本过高,意味着未拥有任何信息消费者将不作任何搜寻,也不会发生购买行为,本章最后构建了发现成本过高情况下的广告竞争模型,并讨论了均衡时企业产品价格、广告水平以及利润。 3.分析信息差异化形成机理。以上对信息差异化的研究主要是在经济学研究范式中,探讨消费者剩余、广告成本、利润最大化,均衡价格等,缺乏对信息差异化的本质剖析。同类乃至同质的产品经过广告的着意渲染而使之形成主观认知的差异,从而使产品在信息传播上产生了差异化的效果。信息差异的本质是企业通过广告信息传递使消费者对产品形成主观认知差异。因此,有必要从认知心理学角度对信息差异化本质进行剖析,分析信息差异化形成机理,并进行相关实证研究。首先介绍了消费者对广告信息认知,分析消费者对广告信息主观认知层次;针对消费者主观信息认知衡量,重点讨论了认知的“方法目的链”(Means-End Chain)理论以及建立方式,然后讨论了广告信息传播的层级效果;在这些理论基础之上,建立信息差异化形成机理理论模型。模型由五个结构变量组成,自变量是信息因素和消费者因素,因变量包括广告信息主观认知、情感态度和购买意愿。正是在信息以及消费者这两方面因素的共同作用下,使得消费者对于广告信息认知、情感态度和购买意愿产生的差异,从而形成信息差异化。 4.对信息差异化形成机理进行实证研究。探讨利用不同的广告信息内容和传递媒介,在消费者不同信息搜寻努力程度下,消费者认知、情感态度和购买意愿所产生的差异。首先根据信息差异化形成机理理论模型提出了研究假设,接下来详细介绍了实验设计和数据收集情况,在预调研的基础上,修改问卷并最终形成问卷。在实证研究的过程中,我们应用了SPSS11.0和Lisre18.7专业统计软件对数据资料进行了处理。首先对广告信息认知和消费者信息搜寻努力程度进行描述性统计分析;接下来进一步对“方法目的链”的信息认知理解层次关系进行验证;然后针对本实验设计的广告信息认知、广告情感态度和购买意愿逐一讨论,并加入消费者信息搜寻努力程度作为调节变量进行探讨;最后是对认知—-态度—-购买意愿,进行“广告层级效果”关系验证。本文的创新点包括: 1.建立以厂商主导、消费者参与和消费者主导的信息差异化研究框架。 2.利用Matlab仿真图对比研究了横向、纵向差异化下信息性广告竞争模型,并对结论一致性做出合理解释。 3.构建三阶段信息性广告竞争模型,综合考虑了企业选址定位策略、广告策略和产品定价策略。 4.放松已有模型中关于消费者信息搜寻假设,构建存在消费者搜寻的信息差异化模型。 5.从认知心理学角度,分析信息差异化形成机理。 6.利用实验数据验证了信息差异化形成机理理论模型的假设。
[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.
【学位授予单位】：上海交通大学
【学位级别】：博士
【学位授予年份】：2009
【分类号】：F49

【引证文献】