[1] Zhang Jianqiang, Zhong Weijun, Mei Shue,. A model of targeted advertising with customer recognition [J]. Journal of Southeast University (English Edition), 2012, 28 (4): 490-495. [doi:10.3969/j.issn.1003-7985.2012.04.021]
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A model of targeted advertising with customer recognition(
)
基于顾客认知的定向广告模型
)Journal of Southeast University (English Edition)[ISSN:1003-7985/CN:32-1325/N]
- Volumn:
- 28
- Issue:
- 2012 4
- Page:
- 490-495
- Research Field:
- Economy and Management
- Publishing date:
- 2012-12-30
Info
- Title:
- A model of targeted advertising with customer recognition
- 基于顾客认知的定向广告模型
- Author(s):
- Zhang Jianqiang; Zhong Weijun; Mei Shu’e
- School of Economics and Management, Southeast University, Nanjing 211189, China
- PACS:
- M37
- DOI:
- 10.3969/j.issn.1003-7985.2012.04.021
- Abstract:
- 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.
- 建立了基于顾客认知的2个阶段双寡头定向广告竞争模型.假设2个相互竞争的企业在第1阶段销售期过后, 可根据销售记录认知异质的顾客, 从而可以在第2阶段针对不同类型的顾客向其投放定向广告, 而广告能够提高目标受众对产品的价值感知.通过对各个销售阶段企业均衡决策及均衡利润的分析发现, 在当前销售期输掉竞争的企业反而能通过定向广告策略赢得未来销售期的竞争.于是, 企业为了获得更高的长期利润会主动削弱彼此之间的价格竞争.进一步的分析表明, 定向广告主要通过3个方面的作用提高企业利润, 即价值增值、窃取顾客以及缓和竞争.最后, 通过对社会福利及消费者剩余的讨论发现, 基于顾客认知的定向广告虽然有助于增加企业利润, 却损害了消费者的利益.因此, 随着定向技术的迅速发展, 有关公共部门应采取措施保护好消费者的利益.
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Memo
- Memo:
-
Biographies: Zhang Jianqiang(1985—), male, graduate; Zhong Weijun(corresponding author), male, doctor, professor, zhongweijun@seu.edu.cn.
Foundation items: The National Natural Science Foundation of China(No.71071033), the Research and Innovation Project for College Graduates of Jiangsu Province(No.CXZZ-0186).
Citation: Zhang Jianqiang, Zhong Weijun, Mei Shu’e. A model of targeted advertising with customer recognition[J].Journal of Southeast University(English Edition), 2012, 28(4):490-495.[doi:10.3969/j.issn.1003-7985.2012.04.021]