基于Lanchester模型的双寡头市场广告竞争研究

An Investigation of Advertising Strategies Based on Lanchester Model in a Dynamic Duopoly Market

通过讨论微分博弈模型——Lanchester模型及其开环解和闭环解,并进行对比,发现闭环策略能比开环策略更好地反映市场动态变化,这意味着闭环策略可能更受营销决策者的欢迎。

Closed-loop and open-loop equilibria in duopoly differential games of advertising competition based on Lanchester Model are analyzed and compared in this paper. Results indicate that closed-loop equilibria explain dynamic advertising competition better than open-loop equilibria in most situations.