数字媒体环境下具有非对称信息的合作广告机制研究

合作广告是营销供应链系统中广告成本的一种分担模式，即上游成员（通常是制造商）分担下游成员（通常是零售商）的一部分区域性广告成本。这种模式在实际中被广泛采用，但目前有关的定量研究主要针对传统媒体广告，并假设信息是所有供应链成员的共同知识。近年来，数字媒体快速发展，广告的传播方式呈现很多新的特点，且供应链成员间存在各种非对称性信息。本项目重点研究以互联网（包括移动互联网）为代表的数字媒体背景下具有非对称信息的合作广告决策模型，首先拟对若干典型的数字媒体广告的传播特点和规律进行研究，定量刻画全国性广告和区域性广告的成本投入对需求的影响关系，进而重点研究这些典型数字媒体背景下各类非对称信息的存在对营销供应链中上下游企业的广告合作与竞争关系的影响，构建和求解相应的博弈模型，设计相应的实施机制。研究成果将为实际系统的决策提供理论上的依据和管理上的启示，对实际管理具有指导作用。

Cooperative advertising is an advertising cost sharing scheme between members in a marketing supply chain, under which the upstream member (usually a manufacturer) shares a proportion of the regional advertising cost of the downstream member (usually a retailer). This scheme has been extensively used in practice, but current quantitative researches on cooperative advertising mainly focus on advertising through traditional media and assume that information is common knowledge among all supply chain members. In recent years, digital media develops very fast and the advertisement through digital media reveals distinguishing feature. Furthermore, private information exists extensively among supply chain members. This project mainly studies cooperative advertising decision models with asymmetric information under digital media environment as represented by Internet (including mobile Internet). First, the diffusion features of some typical digital media advertising will be investigated, and how the demand is influenced by national and reginal advertisements will be quantitatively characterized. Then, for such typical digital media advertisements, this project studies the impact of private information on the competition and cooperation relationships between supply chain members, with building and solving the game-theoretic models and designing implementing mechanisms. The findings from the research will provide theoretical bases and managerial insights for practitioners’ decisions, and will provide guidance for real world management of marketing supply chains.