摘要
对有限理性动态古诺模型进行了改进,并将其引入到广告市场中,同时也综合考虑了广告成本和生产成本的影响,使得该模型更加符合实际.在此基础上,对改进后的模型的演化过程进行了分析,指出了Nash均衡的稳定区域及其影响因素.通过理论分析和数值模拟计算研究模型中各参数的变化情况,发现当企业为获取前期的竞争优势,而加快广告投入量的调整速度和提高单位广告所产生的平均需求时,将会导致系统的不稳定,从而使系统陷入混沌状态这一经济现象.
Improving the dynamic cournot game model, considering the effect of advertising and producing costs and then applying it to the advertising market, we make the model more practical to the market. On this basis, we points out the stable region of Nash equilibrium and its influencing factors by analyzing the evolution process of the improved model. Studying how the parameter of the model changes through theoretical analysis and numerical simulation, we discover when enterprise accelerates the adjustment speed of the output quantity in advertisement and increases the market demand of the advertisement unit in order to achieve initial advantage, it leads to instability of systems and makes the systems sink into the chaotic state.
出处
《系统工程理论与实践》
EI
CSCD
北大核心
2005年第12期32-37,共6页
Systems Engineering-Theory & Practice
基金
国家博士后基金(2003033498)
江苏省教育厅基金(03KJD11007003SJB630002)
江苏大学校基金(16830002703JDQ015)
关键词
广告竞争
有限理性
NASH均衡
混沌
advertising competition
bounded rationality
Nash equilibrium
chaos
