基于Bertrand模型的企业广告投放策略研究

An Investigation of Advertising Strategies Based on Bertrand Model in Duopoly Market

广告投入水平是企业进行广告竞争战略中的重要决策环节,只有合理的广告投入才能够为企业带来利润的增长.广告投入又分为广告的制作投入和播放投入两部分,因此企业在广告竞争中面临着如何选择最佳的投入策略问题.基于此,构建了生产同一种商品的2家企业,在完全信息静态条件下,广告投放策略选择的博弈模型,并求出其均衡解.通过对相关参数赋值进行模拟分析,分别求出博弈参与双方在广告内容制作投入和广告播放频率投入两方面进行策略选择时的收益矩阵,进而找出企业应对竞争对手广告投放策略发生变化时的最优策略向量,减少广告投入浪费;分析结果还表明企业对产品的广告投放选择策略组合时获得的产品利润高于选择单一策略的利润情况.

The level of advertising investment is an important decision-making process of companies advertising in the competitive strategy, the only reasonable advertising investment to be able to bring profit growth for the enterprise. Generally, Ad spending is divided into the advertising creating inputs and broadcasting inputs two parts, therefore companies are facing how to choose the best investment strategy in the advertising competition. Based on this, we build a two players game model, which under the condition Of information static. By assignment related parameters, we do some simulation analysis, then get two-players＇ payoff matrix of the advertising creating inputs and broadcasting inputs. Through matrix opera- tions to identify optimM strategy of the enterprise when competitors＇ ad strategy changes. Besides, choosing a combination of ad strategy brings more profits than a single strategy.