关键词: 电子渠道, 混合渠道, 定向广告, 渠道冲突, Stackelberg动态博弈理论

Abstract: To explore the effects of distinct channels on firm's strategies of targeted advertising,the Stackelberg dynamic game theory was used to set up the decision model on the effect of firm's equilibrium price and profit while using targeted advertising in dual channels.The firm's equilibrium strategies on single channel were analyzed,the diversified strategies on dual channel were investigated,and the centralized strategies on dual channel were analyzed.The results indicated that the manufactures could effectively segment the market,screen the price-sensitive customer and form a local monopoly market by sending targeted advertising in dual channel.However,the application of targeted advertising reduced the market size of retailers,which greatly intensified the channel conflict between the manufacturers and retailers.Only the effective strategy of advertising intensity of targeted advertising could reduce the channel conflict in a certain extent.

Key words: electronic channel, dual channel, targeted advertising, channel conflict, Stackelberg dynamic game theory