广告定价策略与价格离中现象

Advertising Prices and Price Dispersion

文章运用博弈论方法,推导广告促销条件下厂商的均衡定价策略和广告发布策略。本文所建立的定价模型适用于保险企业、利用电视购物频道推销产品的厂商以及通过互联网发布价格和产品信息的零售商。

By using the game theory, this paper formulates a model of the equilibrium-pricing policies and advertising pricing policies of the retailers. Applications of this model can be found on numerous sales activities including insurance companies, television shopping channels and Intemet E-retailers.