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DC 欄位 | 值 | 語言 |
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dc.contributor.advisor | 周善瑜,陳其美 | |
dc.contributor.author | Yong-Sheng Ku | en |
dc.contributor.author | 顧永生 | zh_TW |
dc.date.accessioned | 2021-06-08T05:12:06Z | - |
dc.date.copyright | 2006-07-24 | |
dc.date.issued | 2006 | |
dc.date.submitted | 2006-07-20 | |
dc.identifier.citation | 1. Agrawal, Deepak. 1996. ”Effect of Brand Loyalty on Advertising and Trade Promotion: A Game Theoretic Analysis with Empirical Evidence,” Marketing Science, Vol. 15, No. 1. pp. 86-108
2. Bass, F. M., A. Firshnamoorthy, A. Prasad, and S. P. Sethi. 2005. “Generic and Brand Advertising Strategies in a Dynamic Duopoly,” Marketing Science, Vol. 24, No. 4. pp. 556-568 3. Beardi, C. 2001. “Sirius, XM Heat up Satellite Radio Race,” Advertising Age, 71, 4-5 4. Boston, E. and J. Halliday. 2003. “XM Take Satellite-Radio Lead, but Sirius Could Gain Ground,” Advertising Age, 74, 14. 5. Deighton, J., C. M. Henderson, S. A. Neslin.1994. “The Effects of Advertising on Brand Switching and Repeat Purchasing,” Journal of Marketing Research, 31, 28-43 6. Friedman, H. H. and L. Friedman. 1976, “Advertising Myopia,” Journal of Advertising, 5, 29-31 7. Iyer, G., David Soberman, and J. Miguel Villas-Boas. 2005. “The Targeting of Advertising,” Marketing Science, Vol. 24, No. 3. pp. 461-476. 8. Krishnamurthy, Sandeep. 2000. “Enlarging the Pie vs. Increasing One’s Slice: An Analysis of the Relationship Between Generic and Brand Advertising,” Marketing Letters 11, pp. 37-48. 9. Shaffer, G., Florian Zettelmeyer. 2004. “Advertising in a Distribution Channel,” Marketing Science, Vol. 23, No. 4. pp. 619-628. 10. Thompson, Stephanie. 2004. “Not just for sandwiches,” Advertising Age (Midwest region edition). Chicago: May 17, 2004. Vol. 75, Iss. 20; p. 18 (1 page) 11. Wansink, Brian 1994, “Advertising's Impact on Category Substitution,” Journal of Marketing Research, Vol. 31, No. 4 (Nov) , pp. 505-515 12. Zhao, H. 2000. “Raising awareness and signaling quality to uninformed consumers: A price-advertising model,” Marketing Science, Vol. 19, pp. 390-396 | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/23886 | - |
dc.description.abstract | 本論文旨在探討兩不完全競爭廠商的最適廣告與價格策略,文中考慮一雙佔市場,市場中存在忠誠顧客與游移顧客,游移顧客對於兩廠商之產品有不同的心理距離理想點,理想點為兩廠商差異距離之間的均勻分配。在第一階段,兩廠商從事廣告策略之選擇,可以選擇的策略為:產品別廣告、品牌廣告、與不做廣告;產品別廣告能夠擴大市場規模,品牌廣告會說服部分的游移顧客轉變為該品牌的忠誠顧客,不做廣告可以節省廣告成本。在廣告策略決定之後,第二階段兩廠商從事價格競爭。我們假設強勢廠商相對於弱勢廠商,擁有較多原始的忠誠顧客以及較強的品牌廣告力量。主要的結果如下:
1. 弱勢廠商有較強的誘因選擇執行產品別廣告; 2. 如果產品別廣告能夠吸引進入的新使用者夠多,即使是強勢廠商也會在預期對手不執行廣告策略時,選擇執行產品別廣告; 3. 雖然在弱勢廠商的品牌廣告力量較弱,且在廣告競爭下會使得增加忠誠顧客的效果下降,但是只要廣告成本夠低,即使正確預期對手執行品牌廣告,弱勢廠商依舊可能執行品牌廣告與之正面衝突。 | zh_TW |
dc.description.abstract | This paper analyzes the optimal advertising and pricing strategies for duopolistic firms. We consider a market consists of consumers who are loyal to the two firms and switchers whose ideal points are uniformly distributed between the positions of the two firms. In the firs stage, the two firms choose among three strategies: generic advertising, which expands the market, brand advertising, which converts part of switchers into loyal customers, and no advertising. After their advertising decisions, they compete in prices. Assuming the leading firm has the larger loyal base and the stronger brand than the second firm, we find the following results:
(i) The second firm has stronger incentives to conduct generic advertising than the leading firm. (ii) If the number of new users created by generic advertising is large enough, even the leading firm will choose to conduct generic advertising when expecting his rival will not advertise. (iii) Though the effect that the weaker firm's brand advertising on expanding its loyal base is lower (than its rival) and reduced by its rival's brand advertising, if the advertising cost is low enough, the weaker firm may choose to conduct brand advertising when expecting its rival to do so. | en |
dc.description.provenance | Made available in DSpace on 2021-06-08T05:12:06Z (GMT). No. of bitstreams: 1 ntu-95-R93741016-1.pdf: 532921 bytes, checksum: 36c2c041d4c45ca19e3f067107c65156 (MD5) Previous issue date: 2006 | en |
dc.description.tableofcontents | 謝辭…………………………………………………………………………….I
論文摘要………………………………………………………………………II 英文摘要……………………………………………………………………..III 目錄…………………………………………………………………………..IV 表次…………………………………………………………………………..VI 圖次………………………………………………………………………….VII 第一章 緒論…………………………………………………………………1 第一節 研究動機……………………………………………………………………2 第二節 研究目的……………………………………………………………………2 第三節 研究方法與研究結果………………………………………………………2 第二章 文獻回顧……………………………………………………………4 第一節 產品別廣告…………………………………………………………………4 第二節 品牌廣告……………………………………………………………………5 第三節 產品別廣告與品牌廣告之關聯……………………………………………6 第三章 模型設定與分析……………………………………………………8 第一節 模型設定……………………………………………………………………8 第二節 結果與分析………………………………………………………………..10 第三節 實際案例…………………………………………………………………..32 第四章 討論………………………………………………………………..34 第一節 與相關文獻之比較………………………………………………………..34 第二節 產品別廣告所吸引之游移顧客,不會受到品牌廣告影響之假設………36 第三節 當兩廠商的廣告決策並非同時決定,而是有先後順序…………………37 第五章 結論與建議……….……………………………………………….38 第一節 結論………………………………………………………………………..38 第二節 管理意涵…………………………………………………………………..39 第三節 研究限制與未來研究方向………………………………………………..40 參考文獻……………………………………………………………………..42 附錄A………………………………………………………………………...44 附錄B………………………………………………………………………...46 附錄C………………………………………………………………………...48 附錄D………………………………………………………………………...51 附錄E………………………………………………………………………...55 附錄F…………………………………………………………………………58 附錄G………………………………………………………………………...60 | |
dc.language.iso | zh-TW | |
dc.title | 不完全競爭廠商從事產品別廣告與品牌廣告誘因之探討 | zh_TW |
dc.title | The Optimal Generic Advertising and Brand Advertising Strategies for Duopolistic Firms | en |
dc.type | Thesis | |
dc.date.schoolyear | 94-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 王泰昌 | |
dc.subject.keyword | 產品別廣告,品牌廣告,廣告策略,賽局理論, | zh_TW |
dc.subject.keyword | Brand Advertising,Generic Advertising,Advertising Strategy,Game Theory, | en |
dc.relation.page | 63 | |
dc.rights.note | 未授權 | |
dc.date.accepted | 2006-07-21 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 商學研究所 | zh_TW |
顯示於系所單位: | 商學研究所 |
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