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在市场中,企业关于产品广告投入方面的竞争十分激烈,广告花费增长迅速。但是,巨额的广告投入并不一定带来相应的经济效益。基于此,我们通过改进Bertrand模型对双寡头市场的广告投入水平进行研究。在研究中,我们首先求出模型的均衡解,然后对相关参数进行赋值,计算出博弈参与人的行动支付结果,进而得出企业合理广告投入水平的行动策略。通过对行动结果的分析发现,企业合理的广告投入能够为企业带来较高的产品利润;其次企业间广告竞争中存在一定程度的“搭便车”现象,当两家企业相互间选择具有“互补性”的广告投入策略时,两家企业均能获得相对较高的产品利润。
In the marketplace, competition among companies for product advertising spending is fierce and advertising spending has grown rapidly. However, a huge amount of advertising does not necessarily bring the corresponding economic benefits. Based on this, we study the level of advertising investment in the duopoly market by improving the Bertrand model. In the study, we first find the equilibrium solution of the model, and then assign the relevant parameters to calculate the action payment results of the participants in the game, and then come up with a reasonable strategy of advertising investment. Through the analysis of the results of the action, it is found that reasonable advertising investment of the enterprise can bring higher profits to the enterprise; second, there is a certain degree of “free riding” in the competition among the enterprises; when the two enterprises choose each other to have “Complementary ” advertising strategy, both companies can get a relatively high product profit.