A model of targeted advertising with customer recognition

作     者：张建强 仲伟俊 梅姝娥 Zhang Jianqiang;Zhong Weijun;Mei Shu'e

作者机构：东南大学经济管理学院南京211189 

基　　金：The National Natural Science Foundation of China(No.71071033) the Research and Innovation Project for College Graduates of Jiangsu Province(No.CXZZ-0186) 

出 版 物：《Journal of Southeast University(English Edition)》 (东南大学学报（英文版）)

年 卷 期：2012年第28卷第4期

页      码：490-495页

摘      要：A two-period duopoly model is developed to examine the competitive effects of targeted advertising with customer recognition （TACR）. In the model, two competing firms sell goods to end consumers in the first period, during which customer recognition is obtained. In the second period, advertising can be targeted toward different consumer types. Advertising is assumed to be persuasive in the way that consumer valuation is increased. Equilibrium decisions and profits in each period are derived, showing that the firm who loses the current competition will win in the future. As a result, forward-looking firms price less aggressively so that their long-term profits can be enhanced with the help of TACR. Particularly, TACR improves profits through three important effects： valuation increasing, customer poaching, and anti-competition. Finally, this paper investigates the welfare issues, showing that firms enhance profits at the expense of consumer surplus. It is, therefore, suggested that public sectors take a step to protect consumers with the rapid development of targeting technology.

主 题 词：targeted advertising customer recognition price discrimination purchase history 

学科分类：02[经济学] 0201[经济学-经济学类] 020101[020101] 

核心收录：

D　O　I：10.3969/j.issn.1003-7985.2012.04.021

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