慧学（36）：精读博士论文代销模式下平台广告与推广策略（1）

摘要：In this issue, the editor will introduce the platform advertising and targeted promotion strategies under the agency sales model (

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“慧学（36）：精读博士论文《考虑消费者行为的平台供应链销售策略优化研究》代理销售模式下平台广告和定向推广策略（1）”

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"Hui Xue (36): Intensive reading of doctoral dissertation

'Optimization of Platform Supply Chain Sales Strategies Based on Consumer behavior' platform advertising and targeted promotion strategies under the agency sales model (1)"

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本期推文小编将从思维导图、精读内容、知识补充三个方面为大家介绍博士论文《考虑消费者行为的平台供应链销售策略优化研究》代理销售模式下平台广告和定向推广策略（1）。

In this issue, the editor will introduce the platform advertising and targeted promotion strategies under the agency sales model (1) of the doctoral dissertation "Optimization of Platform Supply Chain Sales Strategies Based on Consumer behavior" from three aspects: mind mapping, intensive reading content, and knowledge supplement.

一、思维导图（Mind mapping）

二、精读内容（Intensive reading content）

1、引言（Introduction）

这一章主要分析在代理销售模式下，电子商务平台广告的作用及其对供应链运行的影响。随着电商平台的迅速发展，广告逐渐成为其核心盈利方式之一，平台与商家需要在免费广告与付费广告之间进行权衡，同时还面临广告外部性效应及成本分摊的挑战。广告不仅会改变线上需求，还可能对线下渠道产生正向或负向的溢出效应。在这样的背景下，本章围绕以下几个核心问题展开：定向推广会如何影响商家的注册选择和利润分配？平台应采取何种广告模式？商家更适合在哪类平台注册？广告与定向推广的投入应如何分担？相较于以往文献普遍以转售模式为研究重点，本章则着重讨论代理销售模式下的广告决策，并进一步考察定向推广在双渠道供应链广告策略选择中的作用。

This chapter analyzes the role of advertising on e-commerce platforms within the agency sales model and its impact on supply chain operations. With the rapid development of e-commerce platforms, advertising has become a core revenue driver. Platforms and merchants face a trade-off between free and paid advertising, while also facing challenges in advertising externalities and cost sharing. Advertising not only alters online demand but can also have positive or negative spillover effects on offline channels. Against this backdrop, this chapter addresses several key questions: How does targeted advertising influence merchant registration choices and profit distribution? What advertising model should platforms adopt? Which platform is most suitable for merchants to register on? How should advertising and targeted promotion investments be shared? Unlike previous literature, which has generally focused on the resale model, this chapter focuses on advertising decisions within the agency sales model and further examines the role of targeted promotion in the selection of advertising strategies within dual-channel supply chains.

2、模型设置（Model setup）

（1）导语（Introduction）

本章建立了由商家和代理销售平台构成的双渠道供应链模型，研究广告与定向推广的决策。平台作为主导方，可选择由自身承担费用的免费广告，或由商家分担费用的付费广告，并决定是否采用定向推广。定向推广依赖数据收集与分析能力，可提升广告精准度，但会增加成本。本文设计了四种广告模式：免费广告与付费广告，分别对应有无定向推广，并进一步考虑定向推广成本的分摊。模型中的需求函数同时反映广告投入、定向推广效果及线上广告对线下渠道的溢出效应，该效应可能为正也可能为负。定向推广可提高广告效率，但其成本随投入增加而加速上升。本章的分析框架结合相关文献与实证研究，强调了定向推广在提升广告转化率和优化广告模式选择中的作用。

This chapter establishes a dual-channel supply chain model consisting of merchants and sales agents to examine advertising and targeted promotion decisions. As the dominant party, the platform can choose between free advertising, at its own expense, or paid advertising, with merchants sharing the costs, and decide whether to employ targeted promotion. Targeted promotion relies on data collection and analysis capabilities, which can improve advertising precision but increase costs. This paper designs four advertising models: free advertising and paid advertising, corresponding to the presence or absence of targeted promotion, and further considers the allocation of targeted promotion costs. The demand function in the model simultaneously reflects advertising investment, the effectiveness of targeted promotion, and the spillover effect of online advertising on offline channels, which can be positive or negative. Targeted promotion can improve advertising efficiency, but its costs rise rapidly as investment increases. This chapter's analytical framework, combined with relevant literature and empirical research, emphasizes the role of targeted promotion in improving advertising conversion rates and optimizing advertising model selection.

（2）无定向推广的免费广告模型（Free advertising model without targeted promotion）

在采用无定向推广且免费的广告模式下，广告费用完全由平台承担，而其收益来源则是从交易中收取的佣金。分析结果显示，平台的最优广告支出主要受线上渠道的边际利润和佣金率共同决定，且这两个因素越高，平台越倾向于加大广告投入，以此带动需求增长。由于平台的佣金仅来自线上销售，线下部分的边际利润对广告决策并不起作用。进一步推导可得，平台与商家的最优利润水平均能够通过最优广告支出的闭合形式加以表达。

In a non-targeted, free advertising model, the platform bears all advertising costs, while revenue comes from commissions collected from transactions. Analysis shows that the platform's optimal advertising expenditure is primarily determined by the online channel's profit margin and commission rate. The higher these two factors are, the more likely the platform is to increase advertising investment to drive demand growth. Because the platform's commissions come solely from online sales, offline profit margins have no influence on advertising decisions. Further derivation shows that the optimal profit levels for both the platform and merchants can be expressed in closed form through the optimal advertising expenditure.

（3）有定向推广的免费广告模型（Free advertising model with targeted promotion）

在实行有定向推广的免费广告模式下，平台不仅需要承担全部广告开支，还必须额外支付定向推广的成本。模型分析结果显示，随着线上渠道的边际利润和佣金率的提升，平台会增加最优广告投放金额并加大定向推广力度，但若定向推广的成本系数过高，则会抑制这种投入。与无定向推广的情况相同，线下渠道的边际利润对平台的广告决策没有影响。总体而言，定向推广能够提升广告的投放效率，但其成本约束迫使平台在收益增长与支出之间做出平衡。

Under a free advertising model with targeted promotion, platforms not only bear all advertising expenses but also must cover the additional costs of targeted promotion. Model analysis shows that as the profit margins and commission rates of online channels increase, platforms will increase their optimal advertising spending and strengthen targeted promotion efforts. However, if the cost coefficient of targeted promotion is too high, this investment will be inhibited. As with the case without targeted promotion, the profit margins of offline channels have no impact on platforms' advertising decisions. Overall, targeted promotion can improve advertising efficiency, but its cost constraints force platforms to balance revenue growth with expenditure.

（4）无定向推广的付费广告模型（Paid advertising model without targeted promotion）

在无定向推广的付费广告模式下，平台与商家之间可能会形成广告成本的分担机制。模型分析表明，当佣金率较高时，平台倾向于分担部分广告支出，以激励商家加大投入；而在佣金率较低的情况下，平台则不再分摊，广告费用完全由商家承担。商家的最优广告投入随线上渠道边际利润的增加而上升，但其与线下渠道边际利润的关系则依赖于广告的溢出效应：若溢出效应为正，较高的线下利润会推动广告投入；若为负，则会对广告投入产生抑制作用。与免费广告模式相比，此时平台的最优决策同样会受到线下边际利润的影响。总体来看，佣金率水平与溢出效应的方向共同决定了广告费用的分担比例以及商家投入的变化趋势。

In a paid advertising model without targeted promotion, a cost-sharing mechanism may emerge between the platform and merchants. Model analysis shows that when commission rates are high, the platform tends to share some advertising expenses to incentivize merchants to increase their investment. However, when commission rates are low, the platform no longer shares, and advertising costs are entirely borne by merchants. Merchants' optimal advertising investment increases with the marginal profit of online channels, but its relationship with the marginal profit of offline channels depends on the spillover effect of advertising: if the spillover effect is positive, higher offline profits will boost advertising investment; if it is negative, it will inhibit advertising investment. Compared to the free advertising model, the platform's optimal decision in this case is also influenced by the offline marginal profit. Overall, the commission rate and the direction of the spillover effect jointly determine the proportion of advertising costs shared and the changing trend of merchant investment.

（5）有定向推广的付费广告模型（Paid advertising model with targeted promotion）

在有定向推广的付费广告模式下，平台的最优策略由佣金率、边际利润和推广成本共同决定。佣金率适中时，平台同时采取广告分担与定向推广；佣金率较低时，则仅依赖定向推广。线上边际利润提升会增强推广力度，线下边际利润的正负则决定平台在分担与推广之间的取舍。商家广告投入随佣金率增加而上升，但受推广成本约束。总体而言，广告分担与定向推广呈替代关系，平台会依据线下利润环境选择激励方式。

In a paid advertising model with targeted promotion, the platform's optimal strategy is determined by the commission rate, profit margin, and promotion costs. When the commission rate is moderate, the platform adopts both advertising sharing and targeted promotion; when the commission rate is low, it relies solely on targeted promotion. Increased online profit margins will strengthen promotion efforts, while the positive or negative offline profit margins determine the platform's trade-off between sharing and promotion. Merchant advertising investment increases with the commission rate, but is constrained by promotion costs. Overall, advertising sharing and targeted promotion are substitutes, and the platform will choose its incentive method based on the offline profit environment.

3、模型比较与分析（Model comparison and analysis）

定向推广的影响如下：

The impact of targeted promotion is as follows:

在免费广告模式下，无论是否实施定向推广，平台的广告投入均与佣金率及线上渠道的边际利润呈正向关系，同时与成本系数呈负向关系。定理4.1显示，当不进行定向推广时，广告投入仅受线上渠道影响，而线下边际利润不会对其产生作用；定理4.2进一步表明，若采用定向推广，平台的最优广告支出和推广力度会随佣金率及线上边际利润的增加而上升，但受制于推广成本的约束。图4-2清晰呈现了这一规律：随着佣金率提升，广告支出和定向推广强度同步增长，从而验证了理论分析的结论。

Under the free advertising model, regardless of whether targeted promotion is implemented, the platform's advertising investment is positively correlated with the commission rate and the online channel's profit margin, and negatively correlated with the cost coefficient. Theorem 4.1 shows that when targeted promotion is not implemented, advertising investment is only affected by the online channel, and offline profit margins have no impact on it. Theorem 4.2 further shows that if targeted promotion is implemented, the platform's optimal advertising expenditure and promotion intensity will increase with the increase in the commission rate and online profit margin, but are subject to the constraints of promotion costs. Figure 4-2 clearly illustrates this pattern: as the commission rate increases, advertising expenditure and targeted promotion intensity increase simultaneously, thus verifying the conclusions of the theoretical analysis.

命题4.1对比了定向推广与无定向推广两种情形的效果。结果显示，采用定向推广能够显著增加平台与商家的利润，且其提升幅度随着佣金率的提高而更加显著。图4-3显示，在大多数情况下，定向推广下的利润曲线高于无定向推广模式，反映了定向广告的效率优势。然而，当线下边际利润为负值时，过高的佣金率可能导致商家利润增长受限，甚至削弱定向推广的积极影响。这表明，尽管定向推广整体提升了广告效率和利润水平，其效果仍受到佣金率与线下渠道利润的共同制约。

Proposition 4.1 compares the effects of targeted and untargeted promotion. The results show that using targeted promotion significantly increases profits for both platforms and merchants, with this increase becoming more pronounced as the commission rate increases. Figure 4-3 shows that, in most cases, the profit curve for targeted promotion is higher than that for untargeted promotion, reflecting the efficiency advantage of targeted advertising. However, when offline profit margins are negative, excessively high commission rates may limit merchant profit growth and even weaken the positive impact of targeted promotion. This suggests that while targeted promotion improves advertising efficiency and profits overall, its effectiveness is still constrained by the commission rate and offline channel profits.

三、知识补充（Knowledge supplementation）

1、溢出效应概述（Overview of spillover effects）

溢出效应是指组织在开展某项活动时，不仅实现了预期效果，还会对组织之外的个人或社会产生影响。简单来说，就是某项活动产生了额外的社会收益，而这些收益并非活动主体所获得。溢出效应可分为正溢出和负溢出两类：正溢出效应指某个经济行为个体的活动使他人或社会受益，而受益者无需支付成本；负溢出效应则指个体的行为对他人或社会造成损害，而产生负外部性的主体却不承担相应代价。

A spillover effect occurs when an organization's activities not only achieve their intended outcomes but also have an impact on individuals or society outside the organization. Simply put, an activity generates additional social benefits that are not accrued to the individual involved. Spillover effects can be categorized as positive or negative. Positive spillovers occur when an individual's activities benefit others or society without incurring any costs. Negative spillovers occur when an individual's actions harm others or society without incurring any corresponding costs.

2、双渠道供应链概述（Overview of dual-channel supply chain）

双渠道供应链由制造商的线上直销渠道和线下实体零售渠道组成，其核心矛盾主要体现在制造商与零售商之间的纵向利益分配冲突，以及线上线下渠道的横向竞争。在研究中，通常采用Stackelberg博弈分析主导企业的定价策略对供应链利润的影响，并通过收入共享契约或服务合作激励机制等方式实现帕累托改进。在跨境电商背景下，双向合作模式能够在保持最低批发价的同时优化利润，但需要合理设计成本分担与收益分配机制。此外，消费者的有限理性特征会显著影响渠道定价策略，因此需构建多维偏好模型以提高定价决策的有效性。

A dual-channel supply chain consists of a manufacturer's online direct sales channel and offline brick-and-mortar retail channels. Its core contradictions primarily lie in the vertical conflict over the distribution of benefits between manufacturers and retailers, as well as horizontal competition between online and offline channels. Research often employs Stackelberg game theory to analyze the impact of a dominant firm's pricing strategy on supply chain profits, and Pareto improvements are achieved through revenue-sharing contracts or incentive mechanisms for service cooperation. In the context of cross-border e-commerce, a two-way cooperative model can optimize profits while maintaining the lowest wholesale price, but this requires the appropriate design of cost-sharing and revenue-sharing mechanisms. Furthermore, consumers' bounded rationality significantly influences channel pricing strategies, necessitating the construction of multidimensional preference models to enhance the effectiveness of pricing decisions.

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翻译：Google翻译

参考资料：百度、Chatgpt