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中文摘要：
通过建立N人广告投入动态博弈模型,借助于HJB方程,得到了企业广告投入的显式闭环纳什均衡解,并据此分析了相关因素对企业最优策略及其值函数的影响。研究结果表明,除了广告的边际收益、成本等常见参数之外,企业对参与者未来发展潜力的重视程度、对策时域以及产品之间的替代程度等也对最优广告投入有重要影响。
英文摘要：
In this paper,an N-player advertising differential game model is constructed,and the explicit closed-loop Nash Equilibrium is obtained by solving HJB equation.Then the effects of some relevant factors are analyzed for the optimal strategies and value functions.Results show that,beside the common parameters such as the marginal revenue of advertising and cost function,other elements,e.g.,the preference to future potential development,the time horizon,and the substitution of goods all have great influence on the optimal advertising.
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