CAJ | 학술논문

本文利用微分对策理论研究了多寡头品牌和大类广告策略，发展了Bass等的双寡头竞争模型，提出了一个多方竞争下的微分对策模型，采用汉密尔顿．雅可比一贝尔曼方程求得了模型的均衡价格、品牌广告、大类广告和价值函数，给出了市场份额计算公式，推广了Prasad和Sethi的结论，同时发现市场中只有两家或三家企业时总能保证企业得到正利润，一旦企业数量增多则不能保证。
본문이용미분대책이론연구료다과두품패화대류엄고책략，발전료Bass등적쌍과두경쟁모형，제출료일개다방경쟁하적미분대책모형，채용한밀이돈．아가비일패이만방정구득료모형적균형개격、품패엄고、대류엄고화개치함수，급출료시장빈액계산공식，추엄료Prasad화Sethi적결론，동시발현시장중지유량가혹삼가기업시총능보증기업득도정리윤，일단기업수량증다칙불능보증。
This paper studies competitive brand and generic advertising strategies in oligopoly with differential game and offers a differential game model which extends the duopoly model of Bass et al. The paper obtains the equilibrium price, brand advertising, generic advertising, value function and the equation of market share which expands the conclusion in Prasad and Sethi. This paper also shows the firms could get positive profit for duopoly and triopoly but the firms may not get positive profit when there are more than three firms.