A Study on Advertising Strategy based on the Impact of a Business Reputation on the Market
AUTHORS
Mayur Qumer Collins,Western Sydney University, Rydalmere, Australia
Estrella Galbraith,Western Sydney University, Rydalmere, Australia
ABSTRACT
With the development of internet technology, the consumer market has also changed, and the company's sales model has also been updated with the individual needs of customers. The dual-channel dynamic control model based on the influence of business reputation studied in this paper is more complete and closer to reality than the traditional hybrid dual-channel model. This article discusses the problem of advertising investment in the dual-channel supply chain consisting of traditional retail channels and online electronic direct sales channels, and the influence of brand business reputation on market competition. It is concluded that both market competition and business reputation exist at the same time. Under the optimal advertising investment, further analysis of the changes in advertising investment is under the influence of different factors. The research results show that in a dual-channel supply chain, in addition to advertising, business reputation also has an impact on market competition. When the business reputation has a greater impact on the market share, the advertising investment on the brand should be increased, thereby increasing the brand's business reputation in a specific market and promoting the retailer's ability to occupy the market, and vice versa. The research results of this paper can provide a reference for the dynamic advertising investment decision of the dual-channel supply chain under the influence of business reputation.
KEYWORDS
Business reputation, Market competition, Advertising, Market share
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