[1] Zhao Jiang, Mei Shue, Zhong Weijun,. Optimal targeted advertising strategiesbased on consumers’ value attributes [J]. Journal of Southeast University (English Edition), 2016, 32 (1): 119-124. [doi:10.3969/j.issn.1003-7985.2016.01.020]
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Optimal targeted advertising strategiesbased on consumers’ value attributes(
)
基于消费者价值属性的最优定向广告策略
)Journal of Southeast University (English Edition)[ISSN:1003-7985/CN:32-1325/N]
- Volumn:
- 32
- Issue:
- 2016 1
- Page:
- 119-124
- Research Field:
- Economy and Management
- Publishing date:
- 2016-03-20
Info
- Title:
- Optimal targeted advertising strategiesbased on consumers’ value attributes
- 基于消费者价值属性的最优定向广告策略
- Author(s):
- Zhao Jiang; Mei Shu’e; Zhong Weijun
- School of Economics and Management, Southeast University, Nanjing 211189, China
- Keywords:
- targeted advertising; myopic consumer; rational consumer; high-value consumer; low-value consumer
- PACS:
- F270
- DOI:
- 10.3969/j.issn.1003-7985.2016.01.020
- Abstract:
- 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 show that, 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 constructed. First, 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.
- 为了研究消费者价值属性对企业定向广告策略的作用, 根据消费者的消费行为和消费特征测量出消费者价值, 构建企业针对固定价值的短视消费者投放定向广告的基础模型.研究表明, 当企业联用定向广告和歧视性定价策略向不同价值属性的消费者进行产品销售时, 企业的均衡利润可能并非总高于采用大众广告时的利润, 而是依赖于高价值消费者和低价值消费者的比例.然后, 分别构建3种拓展模型:允许企业以不同的定向精度向消费者投放定向广告;企业进行定向精度投资;考虑不同价值的理性消费者接受定向广告和歧视性定价的审议成本.研究表明, 企业针对不同价值属性的消费者投放定向广告总是有利可图的.
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Memo
- Memo:
-
Biographies: Zhao Jiang(1982—), male, graduate; Mei Shu’e(corresponding author), female, doctor, professor, meishue@seu.edu.cn.
Foundation items: The National Natural Science Foundation of China(No.71371050), the Fundamental Research Funds for the Central Universities(No.3214005308).
Citation: Zhao Jiang, Mei Shu’e, Zhong Weijun.Optimal targeted advertising strategies based on consumers’ value attributes[J].Journal of Southeast University(English Edition), 2016, 32(1):119-124.DOI:10.3969/j.issn.1003-7985.2016.01.020.