| 易逝商品最优广告投入与订货策略的博弈分析 |
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| 引用本文： | 卜祥智,赵泉午,黄庆,武振业.易逝商品最优广告投入与订货策略的博弈分析[J].系统工程理论与实践,2004,24(11):100-105. |
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| 作者姓名： | 卜祥智 赵泉午 黄庆 武振业 |
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| 作者单位： | (1)西南交通大学经济管理学院;(2)重庆大学经济与工商管理学院 |
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| 基金项目： | 国家自然科学基金(70272022) |
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| 摘 要： | 通过将广告投入对需求的影响引入报童(newsboy)问题,建立了不确定环境下多个企业进行广告投入和订货量博弈的模型,证明了该模型存在唯一的纯策略纳什均衡解.最后通过应用实例分析了模型参数变化对均衡的影响.
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| 关 键 词： | 易逝商品 广告 报童模型 博弈 纳什均衡 |
| 文章编号： | 1000-6788(2004)11-0100-06 |
| 修稿时间： | 2003年12月16 |
Game Analysis of Optimal Advertising Investment and Order Policy for Perishable Goods |
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| BU Xiang-zhi,ZHAO Quan-wu,HUANG Qing,WU Zhen-ye.Game Analysis of Optimal Advertising Investment and Order Policy for Perishable Goods[J].Systems Engineering —Theory & Practice,2004,24(11):100-105. |
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| Authors: | BU Xiang-zhi ZHAO Quan-wu HUANG Qing WU Zhen-ye |
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| Institution: | (1)School of Economics and Management,Southwest Jiaotong University;(2)School of Economics and Business Administration,Chongqing University |
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| Abstract: | Through incorporating the effect of advertising investment on demand into the newsboy problem, the game model linking advertising investment and order policy is established among finite numbers of enterprises under uncertainty environment, the existence and uniqueness of the equilibrium of which is proved. the effect of parameters of the model on the equilibrium is analyzed by an applied example. |
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| Keywords: | perishable goods advertising newsboy model game nash equilibrium |
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