基于微分博弈理论的广告竞争研究综述

A Review of Advertising Competition Based on Differential Game Theory

在详细地阐述近四十年来微分博弈框架下的广告竞争研究的基础上,介绍了微分博弈理论的基本框架和常见的三种微分博弈模型以及寡头竞争条件下的三种扩展形式,并对这些模型的实证研究进行了回顾。最后,简要地评述了这些研究成果,指出了这一研究领域当前面临的困难和未来可能的研究方向。

This paper presents a focused review of advertising competition based on differential game theory within the last four decades. It describes the analytical framework of differential game, specifies three popular differential game models in advertising competition and provides the extended models under oligopoly. Then it puts forward a review of relevant empirical researches. As a conclusion, this paper briefly comments these researches and illustrates the difficulties faced and the possible research perspective in the future.