考虑广告竞争的分销渠道均衡分析

2006 IEEE International Conference on Service Operations and Logistics, and Informatics Pub Date : 2006-06-21 DOI:10.1109/SOLI.2006.329006

Lei Wang, Gengxin Dai, Qingdong Yu

{"title":"考虑广告竞争的分销渠道均衡分析","authors":"Lei Wang, Gengxin Dai, Qingdong Yu","doi":"10.1109/SOLI.2006.329006","DOIUrl":null,"url":null,"abstract":"A distribution system including a manufacturer and two independent retailers, who use advertisement to compete for end customers, was studied in this paper. The retailer's commodity demand volume is influenced by competitor's advertising input as well as by his own. Then in the new situation, how are the retailers's advertising input policy? How do manufacturers make the replenishing policy to different retailers? Which factors influence and how to influence the choice of marketing channel? These questions are the main research contents of this paper","PeriodicalId":325318,"journal":{"name":"2006 IEEE International Conference on Service Operations and Logistics, and Informatics","volume":"63 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2006-06-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":"{\"title\":\"An Equilibrium Analysis of Distribution Channel with Consideration of Advertising Competition\",\"authors\":\"Lei Wang, Gengxin Dai, Qingdong Yu\",\"doi\":\"10.1109/SOLI.2006.329006\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"A distribution system including a manufacturer and two independent retailers, who use advertisement to compete for end customers, was studied in this paper. The retailer's commodity demand volume is influenced by competitor's advertising input as well as by his own. Then in the new situation, how are the retailers's advertising input policy? How do manufacturers make the replenishing policy to different retailers? Which factors influence and how to influence the choice of marketing channel? These questions are the main research contents of this paper\",\"PeriodicalId\":325318,\"journal\":{\"name\":\"2006 IEEE International Conference on Service Operations and Logistics, and Informatics\",\"volume\":\"63 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2006-06-21\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"1\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"2006 IEEE International Conference on Service Operations and Logistics, and Informatics\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1109/SOLI.2006.329006\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"2006 IEEE International Conference on Service Operations and Logistics, and Informatics","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1109/SOLI.2006.329006","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}

引用次数: 1

摘要

本文研究了一个包括一个制造商和两个独立零售商的分销系统，他们利用广告来争夺最终客户。零售商的商品需求量既受竞争对手广告投入的影响，也受自己广告投入的影响。那么在新的形势下，零售商的广告投入政策是怎样的呢?制造商如何针对不同的零售商制定补货政策?哪些因素影响以及如何影响营销渠道的选择?这些问题是本文的主要研究内容

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

An Equilibrium Analysis of Distribution Channel with Consideration of Advertising Competition

A distribution system including a manufacturer and two independent retailers, who use advertisement to compete for end customers, was studied in this paper. The retailer's commodity demand volume is influenced by competitor's advertising input as well as by his own. Then in the new situation, how are the retailers's advertising input policy? How do manufacturers make the replenishing policy to different retailers? Which factors influence and how to influence the choice of marketing channel? These questions are the main research contents of this paper

求助全文

通过发布文献求助，成功后即可免费获取论文全文。去求助

来源期刊

2006 IEEE International Conference on Service Operations and Logistics, and Informatics

自引率

0.00%

发文量