企业最优R&D与广告投入策略分析  

Analysis for Optimal R&D and Advertising Investment Strategies

作　　者：张荣[1] 付宪法[1] 

机构地区：[1]重庆大学经济与工商管理学院,重庆400030

出　　处：《科技进步与对策》2010年第14期86-90,共5页Science & Technology Progress and Policy

基　　金：国家自然科学基金项目(70771118)

摘　　要：将双寡头市场中的企业R&D和广告竞争结合起来进行考虑,利用微分对策理论研究了企业的最优R&D与广告投入策略。首先在一定的假定下建立数学模型并求解,然后分对称和不对称两种情况对均衡解的性质进行分析。研究表明,参数值在一定范围内,企业投入R&D有利于增加利润;在其它参数不变的情况下,研发成本低的企业的最优策略对对手企业广告影响力系数的敏感性,大于对手企业对自身广告影响力系数的敏感性;免费搭车问题会造成R&D投入不足;广告成本系数对利润的影响大于广告影响力系数。This paper has studied the optimal R&D and advertising investment strategies for enterprises ,applying the Differential Game Theory, in a dynamic duopoly. Firstly, under some assumptions, a mathematical model is established, and then the properties of the equilibrium solution are analyzed by the cases of symmetry and asymmetry. The research shows that, in the certain range of parameter values, enterprises’ R&D increases profits; other parameters remain unchanged, the sensitivity of the low-cost enterprise’s optimal strategies for the rival advertising influence coefficient is greater than the rival’s sensitivity for its; free-riding results in insufficient investment in R&D; the impact of the advertising cost coefficient on profits is greater than advertising influence coefficient.

关 键 词：微分对策 R&D 广告竞争 纳什均衡 双寡头市场 

分 类 号：F713.50[经济管理—市场营销]