横向差异化下双寡头广告竞争模型的研究  

Research on Horizontally Differentiated Duopoly Advertising Competition Model

作　　者：刘昕雨 LIU Xinyu(School of Economics,Capital University of Economics and Business)

机构地区：[1]首都经济贸易大学经济学院

出　　处：《中国商论》2021年第17期38-40,共3页China Journal of Commerce

摘　　要：本文在双寡头竞争的市场条件下,基于扩展后的霍特林模型,在产品存在横向差异化时,分析了在实现利润最大化的情况下,均衡价格和市场份额的确定。进一步在双寡头垄断市场引入广告竞争模型,得出了厂商在实现利润最大化时均衡价格、广告强度和最大利润的计算方式,并通过对结果的分析,得出一系列结论和理解,说明了在不同情况下的广告策略选择和厂商经济管理决策。Under the market conditions of duopoly competition,based on the expanded Hotelling Model,this article analyzes the defining of equilibrium price and market share in the case of maximizing profits when products are horizontally differentiated.It further introduces the advertising competition model in the duopoly market,and obtains the calculating ways of equilibrium price,advertising intensity and maximum profit when the manufacturer realizes the maximization of profits.Through the analysis of the results,a series of conclusions and understandings are drawn,which shows the advertising strategy selection and the manufacturer’s economic management decision-making in different situations.

关 键 词：双寡头 横向差异化 广告竞争 

分 类 号：F063.2[经济管理—政治经济学]