关键词: 双渠道供应链, 商誉, 广告策略, 市场竞争

Abstract:

With the development of network technology, electronic network sales platform enters the world of consumers and impacts the traditional retail market. More and more enterprises begin to look for broader business opportunities in the new market structure. How to rationally allocate resources in the new consumer market structure has become a difficult problem for enterprises. In order to study the advertising investment of brand competition between the two retailers in the electronic direct selling and traditional retail mixed two-channel supply chain, this paper constructs a brand competitive advertising strategy model under the influence of goodwill and analyzes the advertising investment and influence factors under competitive conditions by using Hamilton-Jacobi-Berman equation. The results show that the advertising investment of two retailers with competitive relationship is not only related to the current market share, but also depends on the influence of goodwill on the market competition. Finally, numerical examples are used to analyze the theoretical results.

Key words: double-channel supply chain, goodwill, advertising strategy, market competition