The Study of Strategy of Persuasive Advertising Investment
This paper develops the model of advertising investment with game theory, studies the advertising investment strategy of two companies separately in duopoly, and gives theory support for doing investment in advertising of enterprise. With the persuading effects of advertisement, enterprise makes products different professedly through advertising activity in order to persuade consumers to spend more money buying those products with higher price. This paper provides strategy of advertisement investment in the simultaneous-move game and judge from the results of comparing the result got from the paper with the result of Cournot equilibrium . The paper concludes that enterprises have possibilities of advertising by the influence of the efficiency factor. Otherwise the investment will consume the profits rather than make profits for the enterprise. Meanwhile we analyze the influence on profits, which is put by the efficiency factor in making price.
duopoly, advertising game theory equilibrium, efficiency factor.
Tiebo Song Xiong Chen Yonggang Yin Wenfeng Cen
School of Business Administration, South China University of Technology, Guangzhou, 510640, P.R.China
国际会议
2006 Asia-Pacific Services Computing Conference(IEEE亚太地区服务计算会议)
广州
英文
280-284
2006-12-12（万方平台首次上网日期，不代表论文的发表时间）