Abstract
将Dawid和Feichtinger的混沌型的广告扩散模型扩展到两强竞争的市场环境下。为检验模型的可用性开发了一个计算机仿真系统。仿真的结果表明在两强竞争下企业最好的广告策略是增加广告投入直到达到“双赢状态” , 即市场占有率的振荡即将发生的临界状态。 分析应用结果表明提出的混沌型模型和开发的仿真系统为市场竞争环境下的企业广告策略的分析和制定提供了一个有效的工具。||In this paper, Dawid and Feichtinger’s chaotic advertising diffusion model is extended into the duopoly case. A computer simulation system is used to test this enhanced model. Based on the analysis of simulation results, it is found that the best advertising strategy in duopoly is to increase the advertising investment to reach the best Win Win situation where the oscillation of market portion will not occur. The numerical example and computational results indicated that the proposed chaotic model and the simulation system provide an efficient tool to describe advertising diffusion process and select the best strategy in duopoly.
| Original language | Chinese (Simplified) |
|---|---|
| Pages (from-to) | 29-32 |
| Number of pages | 4 |
| Journal | 控制工程 (Control engineering of China) |
| Volume | 10 |
| Issue number | 1 |
| Publication status | Published - 2003 |
Keywords
- Advertising diffusion
- Competition
- Chaotic model
- Control strategy
- Simulation