| 广告定价策略与价格离中现象 |
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| 引用本文： | 邝国良,曾铁城,陈谦勤. 广告定价策略与价格离中现象[J]. 改革与战略, 2008, 24(10): 63-67 |
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| 作者姓名： | 邝国良 曾铁城 陈谦勤 |
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| 作者单位： | 华南理工大学经济与贸易学院,广东,广州,510006 |
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| 基金项目： | 教育部社会科学基金，国家社会科学基金，广东省自然科学基金，广东省社会科学基金 |
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| 摘 要： | 文章运用博弈论方法，推导广告促销条件下厂商的均衡定价策略和广告发布策略。本文所建立的定价模型适用于保险企业、利用电视购物频道推销产品的厂商以及通过互联网发布价格和产品信息的零售商。
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| 关 键 词： | 价格离中现象 对称混合策略均衡 广告定价策略 |
Advertising Prices and Price Dispersion |
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| Kuang Guoliang,Zeng Tiecheng,Chen Qianqin. Advertising Prices and Price Dispersion[J]. Reformation & Strategy, 2008, 24(10): 63-67 |
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| Authors: | Kuang Guoliang Zeng Tiecheng Chen Qianqin |
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| Affiliation: | Kuang Guoliang,Zeng Tiecheng,Chen Qianqin (College of Economy , Trade,South China University of Technology,Guangzhou,Guangdong 510006) |
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| Abstract: | By using the game theory, this paper formulates a model of the equilibrium-pricing policies and advertising pricing policies of the retailers. Applications of this model can be found on numerous sales activities including insurance companies, television shopping channels and Internet E-retailers. |
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| Keywords: | price dispersion symmetric mixed-strategy equilibrium advertising price |
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