中文摘要：

本文针对宏观层面的数学模型在描述个体差异方面的不足，建立了一个异质元胞自动机模型，对寡头垄断市场中广告的投放效果进行了仿真研究．通过运行仿真程序再现了两种产品竞争与扩散的过程，以及不同内部影响力、市场占有率、市场规模等条件下，广告投放力度对扩散结果的影响．通过分析仿真结果得到了在寡头垄断市场中，当产品差异减少的时候广告就成为决定产品竞争胜负的关键因素等结论．

英文摘要：

In view of the insufficient of the mathematical model on aggregate-level in description of individual difference aspect, a cellular automata model with heterogeneous individuals is built to simulate the effects of advertising in a duopoly market. The process of competition and diffusion between two products and the influence produced by the advertisement delivery strength on diffusion result are simulated under different internal influence, initial market share and market size. The simulation results show that advertising plays a crucial role in the duopoly markets when the difference between the products reduces.