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英文文献：Optimal Generic Advertising under Bilateral Imperfect Competition between Processors and Retailers-加工商与零售商双边不完全竞争下的最优通用广告
英文文献作者：Chung, Chanjin,Eom, Young Sook,Yang, Byung Woo,Han, Sungill
英文文献摘要：
The purpose of this paper is to examine the impact of bilateral imperfect competition between processors and retailers and of import supply on optimal advertising intensity, advertising expenditures, and checkoff assessment rates. First, comparative static analyses were conducted on the newly developed optimal advertising intensity formula. Second, to consider the endogenous nature of optimal advertising, a linear market equilibrium model was developed and applied to the U.S. beef industry. Results showed that the full consideration of retailer-processor bilateral market power lowered the optimal values of assessment rates, advertising expenditures, and advertising intensity for the checkoff board while consideration of importers increases the optimal values. The results indicate that ignoring the import sector in optimal generic advertising modeling should underestimate these optimal values, while ignoring the bilateral market power between processors and retailers overestimates the values.
摘要本文旨在探讨加工商与零售商之间的双边不完全竞争，以及进口供给对最优广告强度、广告支出及评核率的影响。首先，对新开发的最优广告强度公式进行静态比较分析。其次，为了考虑最优广告的内生性质，建立了一个线性市场均衡模型并应用于美国牛肉产业。结果表明，充分考虑零售商和零售商的双边市场力量会降低结帐板的评价率、广告支出和广告强度的最优值，而考虑进口商会增加最优值。结果表明，在最优通用广告模型中忽略进口部门会低估这些最优值，而忽略加工商和零售商之间的双边市场力量会高估这些值。
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