Effectiveness of COOP Advertising Programs in Competitive Distribution Channels
Effectiveness of COOP Advertising Programs in Competitive Distribution Channels
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DOI：
10.1142/s0219198907001333
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发表时间：
2007-06
期刊：
影响因子：
--
通讯作者：
Salma Karray;G. Zaccour
中科院分区：
文献类型：
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作者：
Salma Karray;G. Zaccour
我们提出了一个竞争性分销渠道的零售促销模型，并研究了合作广告计划对这些渠道是否有利可图。虽然以前的研究表明，在双边垄断中，合作计划增加了渠道总利润，但对于在制造和零售层面存在竞争的渠道，还没有提供证据表明这一结果。本文考虑了由两个制造商和两个零售商组成的分销渠道，提出了一个考虑零售商促销活动所产生的品牌和商店替代效应的模型。通过比较四个非合作博弈的均衡来考察合作计划的效率；一个是制造商不向零售商提供任何促销支持，一个是制造商确实提供了这样的支持，以及两种情况，其中反过来只有一个制造商提供这样的计划。我们发现，当引入竞争时，鸡舍广告计划可能是由于制造商的囚徒困境。对零售商和消费者的利益也进行了评估。
We propose a model of retail promotions for competitive distribution channels and investigate whether cooperative advertising programs are profitable for such channels. While previous studies showed that coop programs increase total channel profits in bilateral monopolies, no evidence of such a result has been provided for channels where competition is present at the manufacturing and the retailing levels. In this paper, we consider a distribution channel formed by two manufacturers and two retailers and propose a model that accounts for brand and store substitution effects generated by the retailer's promotional efforts. The efficiency of the coop plan is investigated by comparing equilibria of four non-cooperative games; one where manufacturers do not offer any promotional support to the retailers, one where manufacturers do offer such a support and two scenarios where in turn only one manufacturer is offering such program. We show that when competition is introduced, coop ad programs may be due to a prisonner's dilemma situation for the manufacturers. The benefit for retailers and consumers is also assessed.