广告学毕业论文范文（《供应链中动态合作广告契约研究》背景和意义）
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今天小编为大家带来《供应链中的动态合作广告契约研究》研究背景和研究意义。
欢迎您的用心访问！
本期推文阅读时长大约5分钟，请您耐心阅读。
Share interest, spread happiness,
increase knowledge, and leave beautiful.
Dear you,
This is the LearingYard Academy!
Today I bring you background and significance of the study.
Welcome your visit!
The reading time of this tweet is about 5 minutes, please read it with patience.
本期推文将本通过思维导图，精读内容，知识补充三个板块，展示期刊论文《供应链中的动态合作广告契约研究》的研究背景和研究意义，请读者跟着小编一起来学习吧！
This tweet will Ben through the mind map, intensive reading content, knowledge supplement three panels, show the journal paper "dynamic cooperative advertising contract in the supply chain research" research background and research significance, please readers follow the editor to study it!
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思维导图
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精读内容
作者首先在研究背景部分先介绍了广告合作的情况，制造商为了促进零售商更多的广告投入，主动分摊零售商的广告成本，然后介绍了广告合作在现实企业的情况，并总结了合作广告的三点特征。
The authors first introduce advertising cooperation in the background section of the study, where manufacturers actively share the advertising costs of retailers in order to promote more advertising investment by retailers, and then introduce advertising cooperation in real companies and summarize three characteristics of cooperative advertising.
然后作者对比现有研究，介绍了本文的研究意义：
（1）考虑了企业的动态合作
（2）考虑了消费者参考价格影响
（3）拓展了现有研究的传统框架
（4）理论联系实际，为决策者提供参考
The authors then compare existing studies and present the implications of this paper.
(1) the dynamic cooperation of firms is considered
(2) Considers consumer reference price effects
(3) Extending the traditional framework of existing studies
(4) linking theory to practice and providing a reference for policy makers
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知识补充
影响消费者购买行为的因素有哪些？
1.文化因素
（1）价值观念
（2）物质文化
（3）审美观点
2.社会因素
（1）家庭
（2）参考群体
3.个人因素
（1）收入
（2）职业
（3）年龄
（4）性别
（5）性格观念
4.心理因素
（1）动机和需要
What are the factors that influence consumer buying behavior?
1. Cultural factors
(1) Values
(2) Material culture
(3) Aesthetic point of view
2. Social factors
(1) Family
(2) Reference groups
3. Personal factors
(1) Income
(2) Occupation
(3) Age
(4) Gender
(5) personality concept
4. Psychological factors
(1) Motivation and needs
今天的分享就到这里了。
如果您对今天的文章有独特的想法，
欢迎给我们留言，
让我们相约明天。
祝您今天过得开心快乐！
That's it for today's sharing.
If you have a unique idea about today’s article,
welcome to leave us a message,
let us meet tomorrow.
I wish you a happy day today!
参考资料：DeepL翻译，知乎，百度百科
参考文献：张娟. 供应链中的动态合作广告契约研究[D].中国科学技术大学,2014.
本文由LearningYard学苑整理发出，如有侵权请在后台留言！
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