双寡头企业广告投入策略的研究

The Study of Advertising Investment Strategies in the Duopoly

伴随着市场经济的发展,企业之间的竞争也日趋激烈。广告作为企业促进销售的一种催化剂,在企业竞争中扮演着重要角色。企业对广告投入的决策势必影响着企业的竞争力和效益。本文对双寡头垄断市场中企业广告投入策略的效益最大化问题进行了建模,并对完全信息条件下企业的广告投入进行了静态的博弈分析。

With the development of market economy, the competition in the enterprises becomes more and more acute. The advertisement plays an important role in the competition for its positive effect of increasing the sale. Hence, the advertising investment strategies of the enterprises can influence their competitiveness and profit. This paper models the profit maximization problems of advertising investment strategies and analyses the static game model established in full information.