【作者】 杨凯；

【导师】 谢金星；

【作者基本信息】 清华大学 ， 数学， 2018， 硕士

【摘要】 合作广告是企业营销模式中的一种重要形式。在传统的营销供应链系统中,上游制造商为下游零售商分担一部分广告成本,从而提高产品的市场占有率,进而增加渠道的整体利润。传统的广告传播主要通过电视、广播、报纸等非数字媒体,这种传播方式确实给人们的生活带来了巨大的变化,但也造成了信息的泛滥和无效性,广告主毫无针对性的投放广告造成了很低的投资回报率。随着互联网技术的快速发展,个人在网络上的活动以及消费数据都可以在大平台中汇集,这给了广告主一个新的选择。大数据技术的发展使得广告平台可以对目标群体进行更为有效的识别,通过对客户的分类,广告平台可以定向、更为精准的投入广告,使得广告的投放效率大大提升。社交网络的普及使得消费者在购买商品时有了更多的参考,每个消费者的社交圈对其购买商品都有一定程度的影响。本文从消费者效用的角度出发,推导消费者的需求,进而研究社交媒体环境下合作广告的传播模式。我们从精准型或粗放型的广告投放方式,以及有无关键意见领袖这两个维度探讨了制造商和零售商的最优决策。与粗放型广告投放相比,当零售商采用精准型的广告投放时,需要更多的广告投入,而制造商和零售商的利润均会增加,但制造商对零售商的广告分担比例没有变化,仅与制造商和零售商的毛利率的比例有关。与消费者同时进行决策相比,当存在关键意见领袖时,零售商需要更多的广告投入,同时对关键意见领袖的广告投放比重上升。零售商应该去选择最优的关键意见领袖,同时采用精准型的广告投放,这对于合作广告的价值是最大的,虽然需要在前期投入更多的广告成本,但上下游的利润都会增加。即使存在广告预算约束时,零售商依然应该选择这种方式,但此时制造商对零售商的广告分担比例会随着广告预算上限的变化而变化。此外,社交网络的结构对零售商的最优决策会产生影响,但对制造商的决策没有影响。随着消费者之间的紧密性增加,各种方式的广告投入均会增加,且上下游的利润也均会增加,同时合作广告的价值得到进一步的提升。更多还原

【Abstract】 Cooperative advertising plays a significant role in marketing programs.In the traditional marketing supply chain system,a manufacturer pays a portion of the advertising cost for the retailers in order to increase the market share of the products and increase the overall profits of the channels.Traditional advertising is mainly spread through non-digital media such as television,radio,and newspapers.This mode of communication has indeed brought about tremendous change in people’s live,but it has also caused the useless and falseness of information.Advertisers’ untargeted advertising results in a very low return on investment for advertising.With the rapid development of Internet technology,individuals’ purchasing behavior on the Internet and their consumption data can be collected on big data platforms,which provides advertisers a new choice.The development of big data technology enables the advertising platform to identify target groups more effectively.The advertising platform can advertise among targeted consumers in a more precise way by the classification of customers,which greatly increases the efficiency.The popularity of social networks has given consumers more information to refer while purchasing goods.Each consumer’s social circle has a certain degree of influence on his purchasing behavior.This paper starts from the perspective of consumer’s utility to deduce consumer’s demand,and then studies the communication mode of cooperative advertising in social media environment.We discuss the optimal decisions of the manufacturer and the retailer from two dimensions: one is choosing targeted or untargeted advertising;the other is whether the key opinion leader exists.Compared with untargeted advertising,when the retailer use targeted advertising,more advertising is required,and the profits of the manufacturer and retailer both increase.However,the manufacturer’s participation rate does not change,which is only related to the ratio of the gross profit margin of the manufacturer and the retailer.In addition,if the key opinion leader exists,the retailer also needs advertising more,and the proportion of advertising to the key opinion leader increases.Retailers should choose the optimal key opinion leader and use targeted advertising,which increases the value of the cooperative advertising.Although it needs to cost more in the early stage,the profits of the manufacturer and retailer will increase.Even if there is an advertising budget constraint,the retailer should still choose this approach,but in this situation,the manufacturer’s participation rate will change according to the advertising budget.Besides,the structure of the social network has an impact on the retailer’s optimal decision,but it has no effect on the manufacturer’s decision.As the closeness among the consumers increases,the retailer needs advertising more.The profits of manufacturer and the retailer will increase,and the value of cooperative advertising will also increase.更多还原