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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/51549


    Title: 存在負面品牌效果下的共同廣告問題研究
    Research of advertising cooperation under retail promotion with negative brand image
    Authors: 洪立文
    Contributors: 林柏生
    洪立文
    Keywords: feedback 策略
    合作廣告
    行銷通路
    負面品牌效果
    零售商自有品牌
    Date: 2009
    Issue Date: 2011-10-11 16:49:02 (UTC+8)
    Abstract: 本文使用微分賽局模型對單一製造商與零售商之間的廣告合作關係進行探討。製造商在全國進行廣告以建立產品商譽,而零售商則在當地進行促銷以增加產品銷售量;但促銷行動會損害該產品的商譽,且零售商除了販售製造商的national brand之外還販售自己引進的private brand。此外本文試圖探討零售商對於national brand商譽累積的不同態度(短視近利與有遠見的)對雙方利潤所造成的影響。結果顯示,若商譽的存量小於某一水準時,零售商的最適策略是表現出短視近利的態度。且零售商引進private brand一定會對製造商的利潤造成負面的影響,但廣告合作計畫可改善此狀況。最後,對於零售商來說,只有在期初的商譽小於某一水準時,引進private brand才可能獲利。
    Reference: [1] 余俊慶,2006,微分賽局在行銷通路之應用-合作廣告,國立政治大學國際經營與貿易學系碩士論文。
    [2] 林靜怡,2006,水平式合併之廠商獲利性與福利效果,國立政治大學國際經營與貿易學系碩士論文。
    [3] Blattberg, R.C. and S.A. Neslin, 1990, Sales Promotion: Concepts, Methods, and Strategies (New Jersey: Prentice Hall).
    [4] Cellini, R. and L. Lambertini, 2004, “Dynamic Oligopoly with Sticky Prices: Closed-Loop, Feedback and Open-Loop Solutions,” Journal of Dynamical and Control Systems, Vol. 10, Iss.3, pp. 303-314.
    [5] Chintagunta, P.K. and D. Jain, 1992, “A Dynamic Model of Channel Member Strategies for Marketing Expenditures,” Marketing Science, Vol.11, Iss.2, pp.168-188.
    [6] Coughlan, A.T., E. Anderson, L.W. Stern and A.I. El-Ansary eds., 2001, Marketing Channels (New Jersey: Prentice Hall).
    [7] Dockner, E. J. and N. V. Long, 1993, “International pollution control: cooperative versus noncooperative strategies,” Journal of Environmental Economics and Management, Vol.24, pp.13-29.
    [8] Dockner, E. J., S. Jørgensen, N. V. Long and G, Sorger, 2000, Differential games in economics and management science (Cambridge: Cambridge University Press).
    [9] Fujiwara, K. and N. Matsueda, 2007, “On a Nonlinear Feedback Strategy Equilibrium of a Dynamic Game,” Economics Bulletin, Vol.3, No.8, pp.1-10.
    [10] Jørgensen, S. and G. Zaccour, 1999, “Equilibrium Pricing and Advertising Strategies in a Marketing Channel,” Journal of Optimization Theory and Applications, Vol.102, Iss.1, pp.111–125.
    [11] Jørgensen, S. and G. Zaccour, 2003a, “A Differential Game of Retailer Promotions,” Automatica, Vol.39, Iss.7, pp.1145–1155.
    [12] Jørgensen, S., S. P. Sigu´e and G. Zaccour, 2000, “Dynamic Cooperative Advertising in a Channel,” Journal of Retailing, Vol.76, Iss.1, pp.71–92.
    [13] Jørgensen, S., S. Taboubi and G. Zaccour, 2001b, “Cooperative Advertising in a Marketing Channel,” Journal of Optimization Theory and Applications, Vol.110, Iss.1, pp.145–158.
    [14] Jørgensen, S., S. Taboubi and G. Zaccour, 2003, “Retail promotions with negative brand image effects: Is cooperation possible?” European Journal of Operational Research, vol.150, No2, pp. 395-405.
    [15] Karray, S. and G. Zaccour, 2005, “A Differential Game of Advertising for National and Store Brands,” in Zaccour, G. et al. eds., Dynamic Games: Theory and Applications (Berlin: Springer).
    [16] Nerlove, M. and K.J. Arrow, 1962, “Optimal advertising policy under dynamic conditions,” Economica Vol.29, pp.129–142.
    [17] Prasad, A and S.P. Sethi, 2004, “Competitive Advertising under Uncertainty: A Stochastic Differential Game Approach,” Journal of Optimization Theory and Applications, Vol. 123, No. 1, pp. 163-185.
    [18] Reve, T. and L.W. Stern, 1979, “Interorganzational Relations in Marketing Channels,” Academy of Management Review, Vol. 4, Iss.3, pp. 405-416.
    [19] Rubio, S. J, 2004, “On Coincidence of Feedback Nash Equilibria and Stackelberg Equilibria in Economic Applications of Differential Games,” Journal of optimization theory and applications, Vol. 128, No. 1, pp. 203–221.
    [20] Stern, L.W, 1969, Distribution Channels:Behavioral Dimensions (Boston: Houghton Mifflin Company).
    [21] Taboubi, S. and G. Zaccour, 2002, “Impact of Retailer’s Myopia on Channel’s Strategies.” in G. Zaccour eds., Optimal Control and Differential Games: Essays in Honor of Steffen Jørgensen (Boston:Kluwer Academic Publishers), pp.179-192.
    [22] Taboubi, S. and G. Zaccour, 2005, “Coordination Mechanisms in Marketing Channels: A Survey of Game Theory Models,” GERAD discussion paper G–2005–36.
    [23] Tsutsui, S. and K. Mino, 1990, “Nonlinear Strategies in Dynamic Duopolistic Competition with Sticky Prices,” Journal of Economic Theory, Vol. 52, pp. 136-161.
    [24] Xiuli, H., A. Prasad and S.P. Sethi, 2009, “Cooperative Advertising and Pricing in a Dynamic Stochastic Supply Chain: Feedback Stackelberg Strategies,” Production and Operations Management, Vol. 18, No. 1, pp. 78-94.
    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    97351019
    98
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0097351019
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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