광고경쟁의 시장확대 및 파급효과
Market Expansion and Spillovers in Advertising Competition
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초록
경쟁모형은 R&D 경쟁, 선거, 소송, 스포츠 경쟁, 수입허가 등 다양한 사회, 경제 및 정치적 현상을 분석하는데 응용되고 있다. 일반적으로 경쟁참여자들이 경쟁과정에서 지출하는 비용은 사회적 후생을 증진시키지 못하는 것으로 가정되고 있으나 특허, R&D, 광고경쟁 등에서 볼 수 있듯이 경쟁참여자들이 지출하는 비용은 최종 렌트(수익)규모에 영향을 미치게 되고 또한 비용지출 당사자의 의도와 달리 경쟁상대방에게 긍정적 영향을 미치는 파급효과를 유발한다. 본 연구는 비용지출이 유발하는 외부효과를 경쟁모형에 반영하여 기존 연구결과와는 달리 파급효과가 크게 발생할 경우 경쟁참여자 수 증가가 오히려 경쟁효율성을 높일 수 있다는 결론을 제시하고 있다.
Abstract
Competition among firms in the market place frequently occurs in the form of rebates, advertising, promotion, persuasive talking to customers, visits or gifts. Effort exerted in rebates or promotional competition can be regarded as unproductive endeavors to redistribute rather than create wealth as in rent seeking. In a rebates or promotional competition, however, efforts exerted by contestants could enlarge the size of market or rent. In addition, efforts made by a contestant may benefit the other contestants. Therefore, to better understand the competition, the model should reflect these effects. This paper, by including market expansion and spillover effects in the contest model, shows that the increase in the number of contestants could make the competition more efficient due to externalities.
참고문헌 (10)
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