制造商与零售商合作广告的动态非对称演化博弈  

An Asymmetric Evolutionary Game for Cooperative Advertising between Manufacturer and Retailer

作　　者：单汨源[1] 吴炜炜[1] 江黎明[1] 

机构地区：[1]湖南大学工商管理学院,长沙410082

出　　处：《软科学》2009年第4期25-29,共5页Soft Science

基　　金：国家自然科学基金项目(70671037)

摘　　要：在参与者处于平等地位情形下,运用演化博弈理论对制造商和零售商分别分担一部分地区性广告投入和产品品牌投入的动态非对称相互合作问题进行研究,构建其动态非对称演化博弈模型,并采用复制动态机制对该模型进行求解。通过对模型结果的分析,指出决定模型均衡策略的9个参数,得出制造商和零售商所获得的收益增额与所应承担的广告支出成本增额之间的大小决定最终的演化稳定策略。Under the circumstance the players being in equal status, this paper employs the theory of evolutionary game to analyze the problem in dynamic asymmetrical mutual cooperation that the manufacturers share a part of local advertising investment as well as the retailers share a part of brand name investment. Then this paper extends an dynamic asymmetric evolutionary game model and solve the extended model with replicator dynamics mechanism. Through analyzing the conclusion of the model, it indicates that the model equilibrium strategy is decided by nine parameters. The amount between the revenue increase and related advertising expenditures finally decides the evolutionary stable strategy.

关 键 词：合作广告 信息不对称 复制动态机制 演化稳定策略 

分 类 号：F713[经济管理—产业经济]