| ERP沙盘对抗赛首次广告投放的博弈分析 |
| Game Analysis of the First Advertising Expense in ERP Sand table Simulation Match |
| 投稿时间：2011-10-25 |
| 中文关键词:ERP沙盘对抗赛 广告策略 博弈论 |
| 英文关键词:ERP sand table simulation advertising strategy game theory |
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| 中文摘要: |
| 针对ERP沙盘对抗赛比赛初期的高广告投入困境，提出比赛初期存在的诸多不确定性，指出为了争取市场领导地位而盲目投放广告费是一种非理性行为。根据博弈论中“美女困惑”现象和“囚徒困境”问题对陷入高广告投入困境的原因进行分析。进一步建立了三种策略下的二人博弈模型，并将双方投放的广告费和对未来收益的心理预期x引入模型中。最终得出结论：最小的广告投放才是最优的选择。同时也对支付矩阵的格式进行了改进。 |
| 英文摘要: |
| Aiming at the dilemma of high advertising expenses early in the ERP sand table simulation match, several uncertainties are put forward. It is pointed out that it is irrational to pay blindly for the market leadership. The cause for high advertising expense is analyzed according to the theory of “beauty dilemma” and “prisoner dilemma”. Furthermore, a two player game model with three strategies is established, which introduces the advertising expense and the psychological expectation of future earnings. In conclusion, a minimum advertising cost is the optimal choice. Meanwhile, the format of payoff matrix is improved. |
| 王帆,崔笑,金金.ERP沙盘对抗赛首次广告投放的博弈分析[J].石家庄铁道大学学报(社会科学版),2012(1):22-26. |
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