搜索引擎广告市场的动态合作策略:有无零售竞争

IF 5.9 3区 管理学 Q1 BUSINESS
Huiran Li , Qiucheng Li , Baozhu Feng
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引用次数: 0

摘要

在搜索引擎广告市场中,零售商之间的竞争是激烈和多方面的,零售商与制造商之间的渠道协调成为影响广告策略有效性的关键因素。本研究试图通过模拟两个合作广告决策场景,为SEA环境下的合作广告提供管理指导。场景I定义了一个由一个制造商和一个零售商组成的简单合作渠道。在场景II中,我们考虑了一个更一般的设置,其中有一个独立的零售商与场景i中的制造商-零售商联盟竞争。我们提出了一个新的合作广告优化模型,其中制造商可以通过SEA活动直接宣传产品,并通过补贴其零售商间接宣传产品。为了突出SEA的独特特征,我们的模型结合了动态质量分数,并专注于有限的时间范围。在每种情况下,我们提供了所有成员的最优策略的可行均衡解。随后,我们进行数值实验,对质量评分和毛利率进行敏感性分析。此外,我们还探讨了情景二中竞争零售商初始市场份额的影响。最后,研究了零售竞争对合作联盟最优策略和渠道绩效的影响。我们从均衡和数值分析中确定的属性为东南亚市场中从事合作广告的参与者提供了至关重要的见解。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Dynamic cooperative strategies in search engine advertising market: With and without retail competition
In search engine advertising (SEA) market, where competition among retailers is intense and multifaceted, channel coordination between retailers and manufacturers emerges as a critical factor, which significantly influences the effectiveness of advertising strategies. This research attempts to provide managerial guidelines for cooperative advertising in the SEA context by modeling two cooperative advertising decision scenarios. Scenario I defines a simple cooperative channel consisting of one manufacturer and one retailer. In Scenario II, we consider a more general setting where there is an independent retailer who competes with the Manufacturer-Retailer alliance in Scenario I. We propose a novel cooperative advertising optimization model, wherein a manufacturer can advertise product directly through SEA campaigns and indirectly by subsidizing its retailer. To highlight the distinctive features of SEA, our model incorporates dynamic quality scores and focuses on a finite time horizon. In each scenario, we provide a feasible equilibrium solution of optimal policies for all members. Subsequently, we conduct numerical experiments to perform sensitivity analysis for both the quality score and gross margin. Additionally, we explore the impact of the initial market share of the competing retailer in Scenario II. Finally, we investigate how retail competition affects the cooperative alliance’s optimal strategy and channel performance. Our identified properties derived from the equilibrium and numerical analyses offer crucial insights for participants engaged in cooperative advertising within the SEA market.
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来源期刊
Electronic Commerce Research and Applications
Electronic Commerce Research and Applications 工程技术-计算机:跨学科应用
CiteScore
10.10
自引率
8.30%
发文量
97
审稿时长
63 days
期刊介绍: Electronic Commerce Research and Applications aims to create and disseminate enduring knowledge for the fast-changing e-commerce environment. A major dilemma in e-commerce research is how to achieve a balance between the currency and the life span of knowledge. Electronic Commerce Research and Applications will contribute to the establishment of a research community to create the knowledge, technology, theory, and applications for the development of electronic commerce. This is targeted at the intersection of technological potential and business aims.
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