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中文摘要：
将延迟决策引入到双寡头有限理性广告博弈模型中，研究了其对系统的影响，并对该模型进行了稳定性分析．在此基础上，以累计利润为指标，通过数值模拟与仿真发现延迟变量的引入并不一定能够为企业带来竞争优势，而这主要取决于引入延迟变量的时间点和延迟变量系数的大小．同时对延迟变量系数与系统参数的稳定域之间的关系做了探讨，指出在混沌时如果延迟变量系数取得适当，将会极大地提高自身的竞争优势和系统的稳定性．另外，对混沌时降低单位广告所产生的平均需求的两种方式对企业的不同影响做了研究，并指出通过降低广告制作成本来降低单位广告所产生的平均需求将会为企业赢得更大的竞争优势．
英文摘要：
Considering a delayed duopoly advertising model with bounded rationality and then studying the effects of the delayed decisions, we analyse the stability of the model. On this basis, through theoretical analysis and numerical simulation, we discover that the enterprise with delayed decision can not definitely gain more advantages than its competitor does in terms of accumulated profit they gain. It mainly depends on the weights of delayed variable and the time chosen to apply the delayed decision. Studying the relation between the weights of delayed variable and the region of stability, we conclude that it will effectively improve the advantage of the enterprise with delayed decision and increase the stability of systems in chaos. Meanwhile, through the analysis of the once two means of reducing average demands that an advertisement produces, we point out that it will get more advantages for enterprise by reducing the cost of advertisement.
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