寡头垄断市场下的广告竞争策略研究

A study on advertising competition tactics in the oligopoly markets

在寡头垄断市场条件下 ,给出了广告竞争下进行同时决策及两阶段决策时的广告策略模型 ,得出了厂商利润最大化时的广告策略 ,通过对结果的分析 ,说明了在不同情况下广告策略的选择 ,并在此基础上 ,分析了利润最大化时的市场份额的确定。

Supposed in the oligopoly markets, we build an advertising tactics model for both decision-making simultaneous and two-stage decision-making the advertising competition, and found out the advertising tactics when the firms and profit are maximal. Furthermore, through the analysis of the results above, we explain the choice of the advertising tactics under different conditions, and analyzed the setting of the profit-maximizing market share based on these.