Optimal targeted advertising strategies based on consumers＇ value attributes

作     者：赵江 梅姝娥 仲伟俊 Zhao Jiang;Mei Shu’e;Zhong Weijun

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.71371050) the Fundamental Research Funds for the Central Universities(No.3214005308) 

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

年 卷 期：2016年第32卷第1期

页      码：119-124页

摘      要：To evaluate the effects of consumers＇ value attributes on a firm＇s marketing strategies with targeted advertising, each consumer＇s value is measured according to the consumer＇s consuming behavior and consumption features. The baseline model in which a firm sends targeted advertising to myopic consumers with constant valuations is established. The results showthat, when a firm sells products to consumers with distinct values using the strategies of targeted advertising and discriminative price, the firm＇s equilibrium profit with targeted advertising may not always be higher than that using mass advertising, which depends on the ratio of high-value and low-value consumers. Then, three extension models are ***, the firm sends targeted advertising to consumers with different targeting precisions. Secondly, the firm invests in the targeting precision of targeted advertising. Finally, the deliberation cost of rational consumers accepting the discriminative price and targeted advertising is considered. The results indicate that it is profitable for a firm to send targeted advertising to consumers with different value attributes.

主 题 词：targeted advertising myopic consumer rational consumer high-value consumer low-value consumer 

学科分类：0810[工学-土木类] 12[管理学] 120202[120202] 1202[管理学-工商管理类] 0805[工学-能源动力学] 0812[工学-测绘类] 

核心收录：

D　O　I：10.3969/j.issn.1003-7985.2016.01.020

馆 藏 号：203148936...