基于产品差异化的双寡头市场广告竞争模型分析-analysis of advertising competition model in duopoly market based on product differentiation.docxVIP

THE STUDYOFADVERTISINGCOMPETING MODLES IN DUOPOLYMARKETS BASED ON THE PRODUCTDIFFERENTIATIONABSTRACTThedifferentiationstrategyisanimportantwaytoachievethecompetitionstrategy.Whenthesedifferencesarefounded,thecompanyshouldfindasuitablewaytotransferthiskindofinformationtothecustomers,andadvertisingisanimportantwaytotransfertheinformationandfoundinformationbarriers.Inthereality,differentindustriespresentdifferentadvertisingintensities.Theadvertisinginternsityisnotonlyinfluencedbythemarketstructure,butalsohastherelationshipwiththefactors composingthe marketstructure. Sothe study oftherelation betweentheproductdifferentiationandtheadvertisingintensityhasagreattheoreticalvalueandpracticalsignificance.Thispaperstudiestheproblemfrom twomainaspects:oneisthegametheory;theotheristheempiricaltesting.BasingonHotelling(1929)’shorizontaldifferentiationmodel,MussaRosen(1978)’sverticaldifferentiationmodel,andtheadvertisingcostmodel,weconductthegameresultoftheduopolymarkettofindoutthattheadvertisingintensitywillincreasewiththeproductdifferentiation.Afterthemodelconduction,thetypicalduopolymarketsfromthereallifearechosentocompletetheempiricaltesting.Astheactualkeyfactorscomposingtheproductdifferentiationaremulti-levelandmulti-fact,andmeanwhiletheassessmentofitisambiguous,itissuitabletouse theanalytichierarchyprocessandfuzzycomprehensiveevaluationtogettheassessment.Theadvertisingintensityisdefinedastheratiooftheadvertisingfeetotherevenue.Thepaperiscomposedwithsixmainparts.Thefirsttwochaptersoutlinesthewholebackgroundandmethodsofthestudyandintroducethecurrentstudyofthedifferentiatetheoryandadvertisingcompetition;thethirdchapterinthebasisoftheconceptandclassificationoftheproductdifferentiation,thefactorswhichinfluencetheproductdifferentiationareemphasized,andthekeyonesarefoundout;thefourthchapterassessesthefactorseffectingtheadvertisementinvestment;thefifthchapterconductsthemodelsthroughthegametheory,separatelydiscussingtheadvertisinginputwhen the products are entirely homogeneous, horiz