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

摘要：

随着网络技术的发展，电子网络销售品台走进消费者的世界，冲击着传统的零售市场，越来越多的企业开始在新的市场结构中寻找更为广阔的商机，如何在新的消费市场结构中合理的进行资源配置成为当下企业的一个难题，为研究电子直销和传统零售混合双渠道供应链中两个零售商品牌竞争的广告投入问题，构建了一个商誉影响下的双渠道供应链品牌竞争广告策略模型，运用汉密尔顿-雅克比-贝尔曼方程，分析竞争条件下的广告投入和影响因子。研究结果表明：存在竞争关系的两个零售商在混合双渠道供应链下的广告投入不仅跟当前的市场份额相关，同时还取决于商誉对市场竞争的影响力；最后利用数值算例分析论证了理论结果。

关键词: 双渠道供应链, 商誉, 广告策略, 市场竞争