两品牌制造商渠道竞争及定价和广告促销研究.pdf

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1、AbstractABSTRACTAlongwiththerapiddevelopmentofInternet,thenetworkmarketingchannelhasdevelopwithanunexpectedspeed.Somemanufacturerswhousenetworkplatformsalesproductshavegreatlyincreasedinsales.Forexample,XiaomiCompanyhasbecomeablackhorseinthemobilephonemarke

2、tbecauseofusingthenetworkchanneltosaletheirproducts.Twomajornetworkvendorsofthemarketbothhavetheirownbrands,suchas,Tmallhasitsoriginalbrand"Othermix"and"Liebo",jingdonghasitsown-brand"dostyle".Stillnowtheyusenetworkchannelsaleproductsanddidn’topenofflinebra

3、ndstores.Thenwecancombinenetworkchannelswithofflinechannels,inordertomakethemarketbiggerandwider.Thecombinationofthesechannelscanprovidetheoreticalbasisforthemulti-channel.Nowadaysthefactorswhichinfluencesconsumer’schoiceisnolongerlimitedtothepriceandqualit

4、ybutalsothebrandloyaltyoftheproducts.Furtherprovideadvertisingcaninfluencethebrandloyaltyoftheproducts.Inthisdissertation,wearecomparingtheeffectofadvertisementsontheoptimalpricingandtheoptimaladvertisingstrategyofdifferentsupplychainmodels.Firstofall,thisp

5、aperisaboutstudyontwobrandmanufacturersbothofthemusenetworkmarketingchannel.Oneofthem(manufacturers)openanewofflinebrandstores,alongwiththeirnetworkchannel,whichformsdualchannelsupplychainsystemmodel.Westudytheeffectofadvertisingonthepricingandprofit.Compar

6、eandanalysistheNashequilibriumofdecentralizedandcentralizeddecisionmodel.Finally,thepaperstudyonseveraladvertisingfeepayment,manufacturersandretailersmakeacooperativeadvertisingcontract,whichcancoordinatetheconflictbetweenthesupplychainseffectivelyandavoidt

7、heendlesspricewarandultimatelyachieveawin-wingoalforsupplychainmembers.KeyWords:Manufacturerofdoublechannel;Advertising;Brandloyalty;Pricingstrategy;AdvertisingcontractsII目录目录第1章引言.............................................................................

8、....................................11.1选题背景及问题的提出.................................................................................11.1.1选题背景............................................................