| A DYNAMIC OPTIMAL ADVERTISING MODEL FOR NEW PRODUCTS |
| |
| 引用本文： | DU Rong HU Qiying (School of Economics and Management,Xidian University,Xi''''an 710071,China). A DYNAMIC OPTIMAL ADVERTISING MODEL FOR NEW PRODUCTS[J]. 系统科学与复杂性, 2003, 16(1): 85-94 |
| |
| 作者姓名： | DU Rong HU Qiying (School of Economics and Management Xidian University Xi''''an 710071 China) |
| |
| 作者单位： | School of Economics and Management，Xidian University，Xi'an 710071，China |
| |
| 基金项目： | This research is supported by the National Natural Science Foundation of China. |
| |
| 摘 要： | Many dynamic optimal control models for advertising make efforts to solve the problem of determining optimal advertising expenditures and other variables of interest over time for a firm or several competing firms,However,after analyzing the extant literature,one can find that few dynamic optimal advertising models available consider the problem within the product diffusion framework.Furthermore,the established models involving product diffusion are inspired by the Bass model,which has been out of date.This paper poses a dynamic optimal advertising model for new products,which considers the product diffusion based on the relative newly developed generalized version of the Bass model.In this paper,the optimal control model is used to derive the optimal advertising expenditure policy,which gives some implications to advertising practice.
|
| 关 键 词： | 最优控制 扩散 动态最优广告模型 企业 时间 广告 设计 Bass模型 |
A DYNAMIC OPTIMAL ADVERTISING MODEL FORNEW PRODUCTS |
| |
| DU Rong HU Qiying. A DYNAMIC OPTIMAL ADVERTISING MODEL FORNEW PRODUCTS[J]. Journal of Systems Science and Complexity, 2003, 16(1): 85-94 |
| |
| Authors: | DU Rong HU Qiying |
| |
| Abstract: | Many dynamic optimal control models for advertising make efforts to solve the problem of determining optimal advertising expenditures and other variables of interest over time for a firm or several competing firms. However, after analyzing the extant literature, one can find that few dynamic optimal advertising models available consider the problem within the product diffusion framework. Furthermore, the established models involving product diffusion are inspired by the Bass model, which has been out of date. This paper poses a dynamic optimal advertising model for new products, which considers the product diffusion based on the relative newly developed generalized version of the Bass model. In this paper, the optimal control model is used to derive the optimal advertising expenditure policy, which gives some implications to advertising practice. |
| |
| Keywords: | Advertising model optimal control diffusion. |
| 本文献已被 CNKI 维普 等数据库收录！ |
