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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/35097


    Title: 微分賽局在行銷通路之應用─合作廣告
    Authors: 余俊慶
    Yu, Chung-Ching
    Contributors: 林柏生
    Lin, Po-sheng
    余俊慶
    Yu, Chung-Ching
    Keywords: 行銷通路
    微分賽局
    動態規劃
    合作廣告
    marketing channel
    differential game
    dynamic programming
    cooperative advertising
    Date: 2005
    Issue Date: 2009-09-18 14:09:26 (UTC+8)
    Abstract: 在經濟活動發展迅速的情形下,產品的競爭與多樣化使得廠商在價格之外,也須將行銷策略納入考量。研究行銷通路中成員互動的理論模型從靜態模型開始,到用動態微分賽局的模型來研究廠商間的互動,過去的研究文獻得到了兩點結論:第一,通路合作為Pareto最適。第二,在通路無法合作的情況下,利用合作機制的建立,能使均衡結果產生Pareto改善。
    然而,過去的文獻卻未說明將通路合作放入合作廣告的模型中,通路合作是否仍為Pareto最適。因此,本研究沿用Jørgensen et al.(2003)合作廣告模型的設定,將通路合作的情況放入模型中,比較通路合作、零售商遠視、零售商短視與合作廣告四種情形均衡時的行銷策略及廠商的利潤,並探討通路合作在合作廣告的模型中是否仍為Pareto最適。
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    (3)Chintagunta, P.K., and Jain, D. (1992), “A Dynamic Model of Channel Member Strategies for Marketing Expenditures”, Marketing Science, Vol.11, Iss.2, pp.168–188.
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    (5)Jeuland, A.P. and S. M. Shugan (1983), “Marketing Channel Profits”, Marketing Science, Vol. 2, Iss.3, pp.239-272.
    (6)Jørgensen, S., Sigu´e, S. P., and Zaccour, G. (2000), “Dynamic Cooperative Advertising in a Channel”, Journal of Retailing, Vol.76, Iss.1, pp.71–92.
    (7) Jørgensen, S., Sigu´e, S. P., and Zaccour, G. (2001a), “Stackelberg Leadership in a Marketing Channel”, International Game Theory Review, Vol.3, Iss.1, pp.13–26.
    (8) Jørgensen, S., Taboubi, S., and Zaccour, G. (2001b), “Cooperative Advertising in a Marketing Channel”, Journal of Optimization Theory and Applications, Vol.110, Iss.1,pp.145–158.
    (9) Jørgensen, S., Taboubi, S. and Zaccour, G. (2003), “Retail Promotions with Negative Brand Image Effects: Is Cooperation Possible?”, European Journal of Operational Research, Vol.150, Iss.2, pp.395–405.
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    (19)Taboubi, S. and Zaccour, G. (2002), “Impact of Retailer’s Myopia on Channel’s Strategies”, in Optimal Control and Differential Games : Essays in Honor of Steffen Jorgensen, G. Zaccour ed., Kluwer Academic Publishers,pp. 179-192.
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    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    93351002
    94
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0093351002
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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