摘要：为了研究消费者偏好对产品定价和定向广告策略的影响,构建非对称双寡头企业联用定向广告和价格歧视策略对企业利润影响的数学模型,并进行案例分析.研究表明:1)消费者偏好属性直接影响企业利润.当不允许价格歧视时,企业总在优势市场投放更高强度的定向广告以获得更高利润.2)当允许价格歧视时,企业将在优势市场投放定向广告并制定较高价格,而在竞争市场给予消费者较低价格以获得最优利润.3)定向广告和价格歧视联用成为企业定向营销的有效工具.当企业不具备完全定向精度时,同时采取定向广告和价格歧视策略有可能加剧市场竞争.

摘要：本文以消费者自我感知理论与控制代理理论为基础,构建了广告精准度、隐私控制权、广告效果三者之间的关系模型,以京东2017年和2018年两次推荐系统升级与隐私政策更新为时间窗口,对比分析了隐私控制权对于定向广告效果的调节作用.结果表明,广告精准度正向影响广告效果,即随着广告精准度的提高,广告效果随之提高.隐私控制权调节了广告精准度与广告效果之间的关系,即当企业控制隐私时,广告精准度虽正向影响广告效果,但其影响幅度较小;当用户控制隐私时,广告精准度正向影响广告效果且影响幅度较大.研究为企业通过让渡隐私控制权破除定向广告悖论提供了理论依据.

摘要：以移动广告为研究背景,研究地理定向和消费者产品偏好定向相结合的混合定向方式下企业的定向广告投放策略,同时通过对比企业投放定向广告与大众广告,研究企业的广告策略选择问题。研究发现,企业运用定向广告策略应针对不同的消费者群体提供差异化较大的营销策略:对属于企业近距离范围且偏好企业产品的优势市场,企业应加大广告投放力度并实行高价;为了争取部分远端劣势市场的收益,企业应向其投放一定力度的广告并实行低价;对属于双方的竞争市场,企业应选择中等程度的广告和价格。同时,通过与企业投放大众广告相比较,发现竞争企业使用定向广告策略反而不如使用大众广告策略。

摘要：基于双边市场理论和博弈分析方法,研究了两种典型的非对称竞争模式下消费者广告屏蔽行为对媒体平台竞争与社会福利的影响,以期为媒体运营商和相关政府管制部门提供决策参考。结果表明:在两种非对称竞争模式下,免费媒体平台的均衡广告投放量、均衡利润均随消费者广告屏蔽概率单调递增;付费媒体平台的均衡订阅费,免费媒体平台的均衡广告价格均随消费者广告屏蔽概率单调递减;与支付订阅费购买无广告服务相比,消费者宁愿遭受更多的广告干扰而选择免费媒体平台;当广告商从每个接入媒体平台的消费者处获取的边际收益大于广告给消费者带来的净负效用且两者之差较小时,消费者广告屏蔽行为将提高社会福利水平。

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.

摘要：An appropriate advertising mode selection and allocation of advertising budgets considering advertising budget constraints are developed with the game theory and optimization *** results show that the advertising budget and the weakening factor of the online advertising effects on the traditional advertising affect sellers advertising,pricing strategies and budget *** effectiveness of combination advertising is a Pareto optimum relative to the traditional advertising in a certain *** weakening effect of the online advertising on the traditional advertising has a nonlinear effect on the advertising strategy and pricing *** addition,sellers choose combination advertising with different budget constraints,and there is an optimal budget allocation *** certain cases,sellers can obtain an optimal advertising expenditure less than the budget *** sellers adopt combination advertising with enough budget,they do not invest in traditional advertising without ***,compared with enough budget,when sellers adopt combination advertising with budget constrain,sellers do not decrease the advertising allocation of online advertising since online advertising is more efficient.

摘要：“Thumb up advertising”is a new and effective way to spread shared advertising in social *** the retailer adapts“thumb up advertising”in marketing with a game theory model is *** results show that when the retailer chooses to thumb up the advertising in Moments,a higher reward will increase the equilibrium price but hurt the retailer s expected profit;if the consumers can more easily reach the thumb up amount,the retailer will charge a higher price,and possibly gain more *** the retailer chooses thumb up at the end of the advertising context,a higher reward will increase the equilibrium price and the retailers expected profit will increase/*** the consumers are easier to reach the thumb up amount,the retailer will charge a higher price,and may get more *** a consumer s click cost of clicking the sharing advertising is higher,the retailer charges a lower price;and if the consumer s additional perceived value from the advertising is higher,the retailer charges a higher price and reaps more profit.

摘要：基于广告的劝说作用,研究垄断企业的大众广告和定向广告策略选择问题。同时,针对定向广告的精准度,分别考虑了完美定向与不完美定向两种情况。假设劝说型广告会增加消费者对产品的价值感知,当企业选择投放广告后市场被分割为自然市场、扩展市场及剩余市场三部分。在这种假设条件下,对比了不同广告策略下企业的价格、市场份额及利润。结论表明,一定条件下定向广告策略的合理使用能为企业带来高额利润,但大众广告策略仍然具有较大的适用空间;当企业采用定向广告策略时,不完美定向广告策略反而优于完美定向广告策略,即定向精准度并非越高越好。

摘要：通过建立博弈模型,研究了4种不同成本分担模式下供应商和零售商的均衡策略和均衡收益,分析了消费者信息投入对各均衡结果的影响,并对比了4种情形下的均衡策略和均衡收益,讨论了不同成本分担模式对供应商和零售商的影响.结果发现,消费者信息投入的有效性取决于广告和产品价格对市场需求的相对影响.当广告对市场需求的影响小于价格带来的影响时,消费者信息投入会导致供应商和零售商收益降低.当制造商和零售商共同承担消费者信息投入时,制造商会通过提高批发价格将消费者信息投入成本转移给零售商.相较于非合作广告,当制造商和零售商进行广告合作时,2个企业都会提高定价;考虑消费者信息投入时,供应商更倾向于进行广告合作,而零售商则偏好非合作广告.

摘要：A two-period model is developed to investigate the competitive effects of targeted advertising with imperfect targeting in a duopolistic market. In the first period, two firms compete in price in order to recognize customers. In the second period, targeted advertising plays an informative role and acts as a price discrimination device. The firms＇ optimal advertising and pricing strategies under imperfect targeting are compared with those under perfect targeting. Equilibrium decisions show that, under imperfect targeting, when the advertising cost is low enough, both firms will choose to target ads at the rivals＇ old segments. This equilibrium, which could not exist under perfect targeting, results in two opposite results. When cost is high, the effect of mis-targeting will soften price competition and increase profits; on the contrary, when cost is low enough, it will lead to aggressive price competition and profit loss with the increase of imperfect targeting, so firms may have incentives to reduce the mis- targeting degree.