| 考虑广告投放的不对称竞争企业定价策略研究 |
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| 引用本文： | 周慧妮,吴鹏,王筱纶.考虑广告投放的不对称竞争企业定价策略研究[J].运筹与管理,2021,30(11):232-239. |
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| 作者姓名： | 周慧妮 吴鹏 王筱纶 |
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| 作者单位： | 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 |
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| 基金项目： | 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) |
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| 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。
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| 关 键 词： | 广告竞争 非对称市场 差异化定价 消费者偏好 |
| 收稿时间： | 2020-02-03 |
Pricing Strategies of the Asymmetrical Competition Enterprises in Consideration of Advertisement Delivery |
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| ZHOU Hui-ni,WU Peng,WANG Xiao-lun.Pricing Strategies of the Asymmetrical Competition Enterprises in Consideration of Advertisement Delivery[J].Operations Research and Management Science,2021,30(11):232-239. |
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| Authors: | ZHOU Hui-ni WU Peng WANG Xiao-lun |
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| Institution: | 1. Business School, Yangzhou University, Yangzhou 225127, China;2. School of Economics and Management, Nanjing University of Science and Technology, Nanjing 210094, China |
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| Abstract: | 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. |
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| Keywords: | advertisement competition asymmetrical market differentiated pricing consumer's preference |
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