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在一些行业中,消费者追求多样化购买,厂商为了吸引更多的消费者购买其产品,对产品进行广告宣传。本文主要建立分析模型,研究消费者寻求多样化购买对竞争性厂商广告选择和定价行为的影响,分别研究竞争性厂商静态竞争和动态竞争下广告及定价策略选择等问题。无论厂商是静态竞争还是动态竞争,在均衡时,厂商不仅采取纯策略广告强度策略,而且也采取纯策略定价策略。消费者滞留成本的存在缓和了厂商之间的价格竞争。相对于静态竞争来说,在动态竞争中,无论是广告强度竞争还是价格竞争都得到了缓和。因此,厂商也获得了更大的均衡利润,但消费者的福利和社会总福利却损失较大。
In some industries, consumers pursue diversified purchases, and manufacturers advertise their products to attract more consumers to purchase their products. This paper mainly builds an analysis model to study the effect of consumers seeking diversified purchase on the selection and pricing behavior of competitive vendors, and studies the issues of static and competitive competition and the choice of advertising and pricing strategies under dynamic competition. Whether manufacturers are static or dynamic competition, manufacturers not only adopt the strategy of pure strategy advertising, but also adopt pure strategy pricing strategy. The existence of consumer detention costs ease the price competition among manufacturers. Compared with the static competition, in the dynamic competition, both the intensity of competition in advertising and price competition have been eased. As a result, firms also receive greater and more balanced profits, but the welfare of consumers and the total welfare of society have suffered a greater loss.