双寡头市场广告策略实证研究

An Empirical Investigation of Advertising Strategies in a Dynamic Duopoly

摘要:

分析了微分博弈模型的开环解和闭环解,并用两个微分博弈模型对中国移动和中国联通的广告竞争进行了实证研究.研究发现,在微分博弈模型中,闭环策略能更好地反映市场动态变化,表明闭环策略可能更受营销决策者的欢迎.

Abstract:

Closedloop and openloop equilibria in duopoly differential games of advertising competition were used as the basis for empirical investigation.Two models of duopoly differential game were used in the empirical study of advertising competition between China Mobile and China Unicom.Results indicate that closedloop equilibria explain dynamic advertising competition better than openloop equilibria in most situations.