The Role of Advertising and Promotion Strategy of Media Firms in Two-sided Markets with Negative Network Externality
Regarding to the dynamic game relation between media and manufacturer (advertiser) in practice and to the enhancement of marketing awareness about media brand in itself, We intend to explore the role of advertising and promotion strategy of media firms in two-sided markets with negative cross-market network effect. Two Stackelberg game models composed of one manufacturer and two competing media firms are developed and compared. This paper examines the influences of advertising and promotion strategy of media firms on its own competitive advantages and the manufacturers advertising strategies.
LU Yuan-yuan
Mathematical College, Jilin Normal University Siping, 136000, China
国际会议
International Conference on Management and Service Science(2011年第五届管理与服务科学国际会议 MASS 2011)
武汉
英文
1-4
2011-08-12（万方平台首次上网日期，不代表论文的发表时间）