考虑广告投放的不对称竞争企业定价策略研究  

Pricing Strategies of the Asymmetrical Competition Enterprises in Consideration of Advertisement Delivery

作　　者：周慧妮 吴鹏[2] 王筱纶 ZHOU Hui-ni;WU Peng;WANG Xiao-lun(Business School,Yangzhou University,Yangzhou 225127,China;School of Economics and Management,Nanjing University of Science and Technology,Nanjing 210094,China)

机构地区：[1]扬州大学商学院,江苏扬州225127 [2]南京理工大学经济与管理学院,江苏南京210094

出　　处：《运筹与管理》2021年第11期232-239,共8页Operations Research and Management Science

基　　金：国家自然科学基金资助课题(71774084),国家自然科学基金青年项目资助课题(71802108)。

摘　　要：针对非对称双寡头竞争企业中广告投放以及定价策略等问题,本文首先依据市场细分构建了统一定价和差异化定价模型;其次,以定价模型为基础,针对转化者市场是否存在偏好,构建了不同情境下的效益模型,并利用博弈论确定不同阶段的均衡结果,通过对均衡结果的分析,得出广告成本以及竞争市场的差异化程度对均衡结果的影响,最后利用数值分析验证结果的有效性。In accordance with the advertisement delivery and its pricing strategies in asymmetrical double-oligarch competitive enterprises,this paper first builds a uniform pricing model and a differentiated pricing model.On the basis of the pricing model,we buildthe profit model under different situations,and determine the equilibrium results at different stages with the analytical method of game theory.By analyzing the equilibrium results,this paper obtains the impact of the advertisement costs and the differentiation degree of the advertisement costs and the competitive markets on the equilibrium results.Finally,the effectiveness of the results is tested by the numerical analysis.

关 键 词：广告竞争 非对称市场 差异化定价 消费者偏好 

分 类 号：F224[经济管理—国民经济] C931.1[经济管理—管理学]