价格与广告的组合博弈模型及系统仿真  

System Simulation of Price & Advertising Combined Game

作　　者：张晶[1] 宋福根[1] 孙捷[2] 

机构地区：[1]东华大学管理学院,上海200051 [2]东华大学图书馆,上海200051

出　　处：《计算机系统应用》2013年第5期158-162,187,共6页Computer Systems & Applications

摘　　要：以双寡头垄断市场为研究背景,以市场需求为导向,运用指数模型构建了价格与广告的市场反应模型,贯通了市场需求预测与广告的市场效应之间的联系;并基于市场需求预测结果,将需求曲线与广告效应曲线模型进行了整合,贯通了价格与广告营销因素之间的内在联系;以市场引力模型和Lancaster模型为基础,以博弈论为手段,构建了双寡头市场下的价格与广告两阶段博弈模型,并给出相应解法.此外,在广告原理和模型的基础上对营销组合决策支持系统进行了分析、设计和实施,以仿真数据验证了模型的有效性,在营销原理、营销模型和营销实践之间架起一座桥梁.This paper studies marketing mix decision model of price and advertising in duopoly market. Firstly, market response model of advertising is the constructed, and effective advertising input range is calculated based on market forecast results. Secondly, the combination principle of price and advertising is studied, and the marketing mix model is built. Thirdly, game theory is used to establish the two-stage game of price and advertising, and the solution is given. Meanwhile, modem information technology is used do develop the marketing mix decision support system, so that the effectiveness of the marketing models can be proved and put into practice.

关 键 词：广告 价格 博弈 引力模型 Lanchester模型 营销决策支持系统 

分 类 号：O225[理学—运筹学与控制论] F713.8[理学—数学] F274[经济管理—广告]