竞争环境下的广告策略研究
|
摘要
运用博弈论研究竞争环境下的企业的广告预算方法的选择和供应链系统中的合作广告决策问题。得到以下主要结果:
1.从管理层面研究广告的经济效应,分析广告在市场竞争方面的独特作用和重要影响,提出了制定广告竞争战略的策略体系。
2.运用博弈论构建一个两阶段博弈模型,研究竞争环境中的双寡头企业在销售百分比法和目标-任务法这两种预算方法中的最优选择策略。求出模型的子博弈完美均衡并比较了第二阶段的Nash均衡支付,得出两个企业在对称型广告影响下的最优广告预算方法选择策略。
3.在两阶段博弈模型的基础上,研究双寡头企业在非对称广告影响下的广告预算方法选择策略。通过对均衡策略的研究,发现当两个企业的广告影响效果作用相反时,均衡策略为两个企业分别选择不同的广告预算方法。
4.构建一个三阶段博弈模型研究存在价格竞争情形下的广告预算最优方法选择问题。运用倒推法得出有关两个企业反应函数的形状以及利润沿着反应函数变化的方向,并由此给出企业在价格差异化竞争环境中的最优广告预算方法选择策略与两个企业产品的替代性和广告影响类型相关。
5.运用微分对策构建动态模型探讨在制造商与零售商都可以做长期广告和短期广告的情形下,制造商对零售商的合作广告支持计划的选择策略。运用动态规划原理分别求出不支持、全部支持以及两种部分支持下的均衡策略并加以比较,得出制造商和零售商对合作广告支持计划的偏好选择顺序。
6.针对现实中存在的零售商过度和频繁的促销对品牌形象有伤害的情形,运用微分对策构建动态模型研究零售商存在两种类型的行为取向即“短视的”和“远见的”情形下,合作广告计划实施的可能性与实施条件。运用动态规划原理求出不同条件下的均衡策略并加以比较,得出制造商对零售商的合作广告支持计划的选择以及零售商的最优行为选择策略。
7.对我国广告业的市场竞争环境和主要发展趋势进行了研究,提出基于品牌价值感知的广告竞争策略。
By employing methods of game theory, the selection of advertising budget incompetitive environments and cooperative advertising program in the supply chainare studied in the dissertation. The follow significant results are achieved:
The economic effect of advertising is studied from the point of management andthe important and particular role of advertising in competition are analyzed. Thesystem of advertising competition strategies are presented.
A two-stage game is constructed by employing game theory to investigatewhether a firm should set an advertising budgets or a target sales levels in duopolycompetition. The subgame perfect equilibrium of the two-stage game ischaracterized and the Nash equilibrium payoffs of the second-stage are compared.The optimal advertising spending strategies of the firms are given in symmetricadvertising effect.
The dominant advertising spending strategies of firms are studied in asymmetricadvertising effect by expanding the two-stage game. The results show that one firmchoose advertising budget while the other firm choose target sales levels in thiscase.
A three-stage game is established by extending the previous model toinvestigate the dominant strategies in a differentiated price competition as well asadvertising. The reaction functions of the two firms are depicted and the profitchanges along the players′ reaction curves are characterize by using backwardinduction. The results show that in this environment the optimal choice of a budgetor a sales level crucially depends on whether advertising is expansive or rivalrous aswell as the degree of substitutability between the two firms′ products.
Dynamic cooperative advertising programs in a supply chain in which amanufacture and an exclusive retailer both can make advertising expenditures onshort and long term advertising are studies by employing differential games. Thestationary Feedback equilibrium of four scenarios are characterized and comparedby using dynamic programming principle. The sequence of the preference of theoptimal cooperative advertising programs is obtained.
In view of the appearing problems that frequent promotions of the retailer candamage the manufacture′s brand image, the possibility and feasibility of the
cooperative advertising programs is studied by establishing differential games. Theretailer have two kinds of behavior;one is myopic and the other is far-sighted. Theequilibrium advertising strategies in different cases are found and compared byusing dynamic programming principle. The options of cooperative advertisingprograms of the two members and the optimal behavior of the retailer aredetermined.The competition environment and the development trend of advertising industryin China are investigated and the advertising competition strategies are presentedbased on the brand perceived value.
1.从管理层面研究广告的经济效应,分析广告在市场竞争方面的独特作用和重要影响,提出了制定广告竞争战略的策略体系。
2.运用博弈论构建一个两阶段博弈模型,研究竞争环境中的双寡头企业在销售百分比法和目标-任务法这两种预算方法中的最优选择策略。求出模型的子博弈完美均衡并比较了第二阶段的Nash均衡支付,得出两个企业在对称型广告影响下的最优广告预算方法选择策略。
3.在两阶段博弈模型的基础上,研究双寡头企业在非对称广告影响下的广告预算方法选择策略。通过对均衡策略的研究,发现当两个企业的广告影响效果作用相反时,均衡策略为两个企业分别选择不同的广告预算方法。
4.构建一个三阶段博弈模型研究存在价格竞争情形下的广告预算最优方法选择问题。运用倒推法得出有关两个企业反应函数的形状以及利润沿着反应函数变化的方向,并由此给出企业在价格差异化竞争环境中的最优广告预算方法选择策略与两个企业产品的替代性和广告影响类型相关。
5.运用微分对策构建动态模型探讨在制造商与零售商都可以做长期广告和短期广告的情形下,制造商对零售商的合作广告支持计划的选择策略。运用动态规划原理分别求出不支持、全部支持以及两种部分支持下的均衡策略并加以比较,得出制造商和零售商对合作广告支持计划的偏好选择顺序。
6.针对现实中存在的零售商过度和频繁的促销对品牌形象有伤害的情形,运用微分对策构建动态模型研究零售商存在两种类型的行为取向即“短视的”和“远见的”情形下,合作广告计划实施的可能性与实施条件。运用动态规划原理求出不同条件下的均衡策略并加以比较,得出制造商对零售商的合作广告支持计划的选择以及零售商的最优行为选择策略。
7.对我国广告业的市场竞争环境和主要发展趋势进行了研究,提出基于品牌价值感知的广告竞争策略。
By employing methods of game theory, the selection of advertising budget incompetitive environments and cooperative advertising program in the supply chainare studied in the dissertation. The follow significant results are achieved:
The economic effect of advertising is studied from the point of management andthe important and particular role of advertising in competition are analyzed. Thesystem of advertising competition strategies are presented.
A two-stage game is constructed by employing game theory to investigatewhether a firm should set an advertising budgets or a target sales levels in duopolycompetition. The subgame perfect equilibrium of the two-stage game ischaracterized and the Nash equilibrium payoffs of the second-stage are compared.The optimal advertising spending strategies of the firms are given in symmetricadvertising effect.
The dominant advertising spending strategies of firms are studied in asymmetricadvertising effect by expanding the two-stage game. The results show that one firmchoose advertising budget while the other firm choose target sales levels in thiscase.
A three-stage game is established by extending the previous model toinvestigate the dominant strategies in a differentiated price competition as well asadvertising. The reaction functions of the two firms are depicted and the profitchanges along the players′ reaction curves are characterize by using backwardinduction. The results show that in this environment the optimal choice of a budgetor a sales level crucially depends on whether advertising is expansive or rivalrous aswell as the degree of substitutability between the two firms′ products.
Dynamic cooperative advertising programs in a supply chain in which amanufacture and an exclusive retailer both can make advertising expenditures onshort and long term advertising are studies by employing differential games. Thestationary Feedback equilibrium of four scenarios are characterized and comparedby using dynamic programming principle. The sequence of the preference of theoptimal cooperative advertising programs is obtained.
In view of the appearing problems that frequent promotions of the retailer candamage the manufacture′s brand image, the possibility and feasibility of the
cooperative advertising programs is studied by establishing differential games. Theretailer have two kinds of behavior;one is myopic and the other is far-sighted. Theequilibrium advertising strategies in different cases are found and compared byusing dynamic programming principle. The options of cooperative advertisingprograms of the two members and the optimal behavior of the retailer aredetermined.The competition environment and the development trend of advertising industryin China are investigated and the advertising competition strategies are presentedbased on the brand perceived value.
引文
[1] 中国广告年鉴 [M]. 北京:新华出版社,2001-2004.
[2] Little, John D C. Aggregate advertising midels: the state of art[J]. Operations research, 1979, 27(7):629-667.
[3] Lancaster K M, Judith A, Stern. Computer-based advertising budgeting practices of leading U. S. consumer advertisers[J]. Journal of advertising, 1983, vol12(4):4-9
[4] Hanssens D M, Parsons , Schultz. Market response models econometric and time series analysis[M].Boston: Kluwer Academic Publishers.2001.
[5] Friedman, Lawrence. Game theory models in the allocation of advertiding expenditures[J]. OperationS research, 1958, Vol 6(11): 699-709.
[6] Shakun, Melvin F. Advertising expenditures in coupled markets—a game theory approach[J].Management science, vol11(2): 42-47.
[7] Gupta S K, Krishnan. Mathemamatical models in marketing[J]. Operations research, 1958, Vol 15(11):1040-1050.
[8] Schmalensee,Richard. A model of promotional competition in oligopoly[J].Review of economic studies. 1976Vol 43(10):493-507.
[9] VIdale M, Wolf H. An operations research study of sales response to advertising[J]. Operations research , 1957, Vol 5(6):370-381.
[10] Little John D C. Aggregate Advertising Models:the State of the Art[J]. Operations Research, 1979,27(8-9,):629-667.
[11] Nerlove M, Arrow K J. Optimal advertising policy under dynamic conditions[J]. Economica, 1962;39: 129–142.
[12] Bass, Frank M. New product growth model for consumer durables[J].Management science,1969,15(1):215-227
[13] Olsder,Geert J. Some thoughts about simple advertising models as differential games and the structure of coalitions [M]. Directions in Large-scale systems ,Many-person optimization and decentralized control, 1976,New York:Plenum Press. .
[14] Mukundan,Rangaswamy,Elsner.Linear feedback strategies in non-zero-sum differential games[J].International journal of systems science,1975,6(1): 513-532.
[15] Deal k, Sethi S P, Thompson. A bilinear-quadratic differential geme in advertising[M].Control theory in mathematical economics, 1979,New York: Marcel Dekker:91-109.
[16] Case,James H.. Economics and the Competetive Process[M]. 1979, New York: New York University Press.
[17] Erickson,Gary M. A model of advertising Competition[J]. Journal of Marketing research, 1985 , 22(8),297-304..
[18] Fruchter, Gila E ,Kalish S. Closed advertising strategies in a duoply[J]. Management science ,1997, vol43(1):54-63.
[19] Fruchter,Gila E. The many-player advertising game[J]. Management science,1999,vol45(11):1609-1611.
[20] Leitmann G, Schmitendorf W E. Profit maximization througn advertising: a non-sun differential game approach[J].IEEE Transactions on automatic control, 1978, AC-23(8):645-667.
[21] Clemhout S,Wan.Interactive economic dynamics and differential games[J].Journal of optimization theory and application, 1979,27(1):7-30.
[22] Dockner,Feichtinger,Jorgensen. Tractable classes of nonzero-sum open-loop Nash differential games:theory and examples[J].Journal of optimization theory and applications, 1985,45(2): 179 -197.
[23] Fershtman C. Identification of Classes of Differential Games for which the Open Loop is a Degenerate Feedback Nash Equilibrium[J]. Journal of Optimization Theory and Applications , ,1987,55(11) .
[24] FeichtingerG. The Nash solution of an advertising differential geme:generalization of model by leitmann and schmitendorf[J].IEEE Transactions on automatic control, 1983,AC-28(11):1044-1048.
[25] J?rgensen, S. A differential games solution to a logarithmic advertising model[J]. Journal of Operational Research Society , 1982,33(5), 425-432.
[26] Feichtinger Dockner. A note to Jorgensen logarithmic advertising differential game[J]. Zeitschrift fur operations research, 1984, 28(1),133-153.
[27] Deal K, Sethi S P, Thompson. A bilinear-quadratic differential game in advertising[M].Control theory in mathematical economics, 1979, New York: Marcel Dekker, 91-109.
[28] Sorger, Gerhard. Competive dynamic advertising: a modification of the Case game[J].Journal of dynamics and control, 1989, 13(1);55-80.
[29] Teng, Thompson. Oligoply models for optimal advertising when production costs obey a learning curve[J]. Management science, 1983, 29(12):1087-1101.
[30] Horsky, Mate. Dynamic advertising strategies of competiving durable good producers[J]. Management science, 1988, 7(4):356-367.
[31] Erickson, Gary M. A model of advertising Competition[J]. Journal of Marketing research, 1985 ,22(8),297-304.
[32] Dockner, Jorgensen. New product advertising in dynamic oligopolies[J].Zeitschrift fur operations research, 1992,36,459-473.
[33] Tapiero, Charies S. A generalization of the Nerlove-Arrow model to multi-firms advertising under uncertainty[J]. Management Science, 1979, 25(11):907-915.
[34] Fershtman, Chaim. Goodwill and market shares in oligopoly [J]. Economica,1984, 51(8):271-281.
[35] Rao, Ram C.Advertising decisions in oligopoly: an industry equilibrium analysis[J]. Optimal control applications & methods.1984, 5(10)331-344.
[36] Chintagunta , Pradeep K. Investigating the sensitivity of equilibrium: profit to advertising dynamics and competitive effects[J].Management Science.1993,7(4):393-412.
[37] Thepot, Jacques.Marketing and investment policies of duopolist in a growing industry[J].Journal of ecomomic dynamics and control.1983,5(6):387-404
[38] Fershtman, Chaim, Vijay.Market share pioneering advantage: a theoretical approach[J]. Management Science, 1990,36(8):900-918.
[39] Friedman, Advertising and oligopolistic equilibrium[J]. The Bell Journal of Economics, 1983., 14,464–473.
[40] Piga, C. Competition in a Duopoly with Sticky Price and Advertising[J]. International Journal of Industrial Organization, 2000, 18, 595-614
[41] Qinan Wang, Zhang Wu. A duopolistic model of dynamic competitive advertising[J]. European Journal of Operational Research, 2001,128 (2) 213-226.
[42] Luca Colombo, Luca Lambertini.Dynamic advertising under vrtical product differentiation[J]. Journal of ecomomic dynamics and control,2002,15(2);108-126.
[43] Prasad, A. and S. P. Sethi (a), “Competitive Advertising under Uncertainty: A Stochastic Differential Game Approach[J] Journal of Optimization Theory and Applications, 2004,12:1-19.
[44] Dockner E, JorgensenN, Van Long, Sorger G. Differential Games in Economics and Management Science[M].Gerhard Sorger Published ,2000:97-103.
[45] Erickson. Differential game model of advertising competition[J].European joutnal of operational research,1995,83,431-438.
[46] Erickson. Dynamic models of advertising competition[M].Washington:Kluwer Academic Publishers.,2003.15-18.
[47] 李克克,唐小我. 广告竞争与市场进入壁垒[J].电子科技大学学报 ,1999,28(6):652-654.
[48] 任方旭, 邵云飞,唐小我.寡头垄断市场下的广告竞争策略研究[J]河南科学,2002,20(4):320-323.
[49] 王志凌,黎志成 . 双寡头广告竞争的定性模拟技术研究 [J] 武汉理工大学学报 ,2002, 24(12),91-94.
[50] 李烃 , 盛昭翰 , 姚洪兴 . 一类广告竞争模型的延迟反馈混沌控制方法 [J]. 预测 ,2003,22(1):64-67.
[51] 童纪新,裴明,李煜. 两强市场广告竞争混沌的参数调节反馈控制方法[J] 河海大学学报 ( 自然科学版),2004,32(3):328-331.
[52] _Crimmins EC. A management guide to Cooperative advertising[M]. New York: Association of national advertisers, 1999.
[53] Crimmins EC. Cooperative advertising[M]. New York: Gene Wolf & Co, 1985.
[54] Berger PD. Vertical cooperative advertising ventures[J]. Journal of Marketing Research 1972;9:309–12.
[55] DuttaS,Bergen M,John G.Variations in the contractual terms of cooperative advertising contracts:anempirical investigation[J].Marketing letters, 1995, 6,15-22.
[56] Fulop C. The role of advertising in the retail marketing mix[J]. International Journal of Advertising 1988;7:99–117.
[57] Somers TM, Gupta YP, Herriott SR. Analysis of cooperative advertising expenditures: a transfer-function modeling approach[J]. Journal of Advertising Research 1990;24:35–45.
[58] Young RF, Greyser SA. Managing cooperative advertising: a strategic approach[M]. Lexington, MA: Lexington Books, 1983.
[59] Roslow S, Laskey H A. The enigma of cooperative advertising[J].Journal of business and industrial marketing, 8,70-78.
[60] Dant R P, Berger P D. Modeling cooperative advertising decisions in franchising[J]. Journal of the Operational Research Society, 1996;49:1120-1136.
[61] Bergen M G, John. Understanding Cooperative Advertising Participation Rates in Conventional Channels [J]. Journal of Marketing Research, 1997;46: 357-369.
[62] Kim S Y, Staelin R . Manufacturer Allowances and Retailer Pass-Through Rates in a Competiti?e En?ironment[J]. Marketing Science, 1999, 18:59–76.
[63] Huang ZM, Li SX. Co-op advertising models in a manufacturing–retailing supplychain: a game theory approach. European[J]. Journal of Operational Research 2001;135:81–98.
[64] Li SX, Huang ZM, Ashley A. Manufacturer and retailer cooperation through franchising: a chance constrained game approach[J]. Information Systems and Operational Research, 2002;40:131–48.
[65] Chintagunta P K, D Jain. A dynamic model of channel member strategies for marketing expenditure[J].Marketign science,1992, 3:117-134.
[66] Jorgensen S, Taboubi .Cooperative advertising in a marketing channel[J].Journal of optimization theory and applications, 2001,110(1)145-158.
[67] Hanssens D, Parsons L, Schultz, R L. Market Response Models: Econometric and Time Series Analysis[M]. Kluwer Academic Press, 2001.
[68] Enrique, Bigne. Advertising budgeting practices : a review[J]. Journal of current issue and research in advertising1995,vol 17(4):17-32.
[69] Simon H, Arndt J. The Shape of the Advertising Response Function[J]Journal of Advertising Research, 1980, Vol. 20: 11-28.
[70] Rao A, Miller P B. Advertising/Sales Response functions[J]Journal of Advertising Research, 1975, Vol. 14: 1-15.
[71] Mantrala K. Muraly.Allocating marketing resources[M] Handbook of Marketing, NewYork: Sage Publications 2002.
[72] Barcena-Ruiz, J C Espinosa M P. Should multi-product firms provide divisional or corporate incentives? International Journal of industrial organization,1999,17:751-764.
[73] Brennan L. How Retailers are Putting It All Together[J]. Sales and Marketing Management, 1988, May: 62–65
[74] Li SX, Huang ZM, Ashley A. Manufacturer and retailer cooperation through franchising: a chance constrained game approach[J]. Information Systems and Operational Research, 2002,40:131–48.
[75] Bergen M G, John. Understanding Cooperative Advertising Participation Rates in Channels[J]. Journal of Marketing Research, 1997, 46: 357–369.
[76] Dant R P, Berger P D. Modeling cooperative advertising decisions in franchising. Journal of the Operational Research Society, 1996, 49 : 1120–1136.
[77] KIim S Y, Staelin. Manufacturer Allowances and Retailer Pass-Through Rates in a Competitive Environment[J]. Marketing Science, 1999, 18: 59–76.
[78] Piga, Claudio A G. Competition in a duopoly with sticky price and advertising[J] International Journal of Industrial Organization, 2000, 18: 595-614.
[79] Nerlove M., Arrow K J. Optimal advertising policy under dynamic conditions[J]. Economica, 1962, 39: 129–142.
[80] Chintagunta P K, D Jain. A Dynamic Model of Channel Member Strategies for Marketing Expenditures[J]. Marketing Science,1992,11:117–134.
[81] [Basar T ,G J Olsder. Dynamic Noncooperative Game Theory[M]. New York, Academic Press. 1995:150.
[82] Dockner E, JorgensenN, Van Long, Sorger G. Differential Games in Economics and Management Science[M].Gerhard Sorger Published ,2000:97-103.
[83] Sen K. Advertising fees in the franchised channel [M]. New York: The Haworth Press, 1994: 83–102.
[84] Brennan L. How retailers are putting it all together[J]. Sales and Marketing Management, 1988, May: 62–66.
[85] www.a.com.cn http://www.a.com.cn/cn/yxch/yxjq/001229cxyd.htm
[86] Rajiv L. Manufacture trade deals and retail price promotion[J].Journal of marketing,2003,45(11):428-444
[87] Nerlove M, Arrow K J. Optimal advertising policy under dynamic conditions[J]. Economica, 1962;39: 129–142.
[88] Dockner, E. J., Jorgensen, N, Van Long. Differential games in economics and management science[M]. Gerhard Sorger Published , 2000:93-107.
[89] Blattberg, R.C., Neslin, S.A., Sales Promotion: Concepts, Methods, and Strategies[R]. Prentice-Hall, Englewood Cliffs, NJ. 1990. (研究报告)
[90] 江明华, 董伟民. 价格促销频率对品牌资产的影响研究[J] 管理世 界.2003(7): 144-146
[91] 卢长宝, 任胜钢. 过度促销与价格战[J]. 价格理论与实践.2003(11):53-54
[92] Neslin, S A., Shoemaker R.W. An alternative explanation for lower repeat rates after promotion purchases[J]. Journal of Marketing Research, 1989, 26: 205–213.
[93] Davis S, Inman, J.J, McAlister L. Promotion has a negative effect on brand evaluations––Or does it? Additional disconfirming evidence[J].. Journal of Marketing Research, 1992, 29:143–148.
[94] Jedidi K , Mela C.F, Gupta S. Managing advertising and promotion for long-run profitability[J].Technical working paper of the Marketing Science Institute, 1998, 11.
[95] Raghubir, P, Corfman, K. When do price promotions affect pretrial brand evaluations? [J]. Journal of Marketing Research 1999, 36, 211–222.
[96] Yoo B, Donthu N, Lee S. An examination of selected marketing mix elements and brand equity[J].. Journal of the Academy of Marketing Science , 2000,28:195–211.
[97] Charnes A, Huang ZM, Mahajan V. Franchising Coordination with Brand Name Considerations. Research in Marketing1995;12:1–47.
[98] Jeuland AP, Shugan SM. Managing channel pro4ts[J]. Marketing Science 1983;2:239–72.
[99] Kohli R, Park H. A cooperative game theorymodel of quantity discounts[J].. [J]..Management Science 1989;35:693–707.
[100] Li SX, Huang ZM. Managing buyer–seller system cooperation with quantitydiscount considerations[J]..Computers and OperationsResearch 1995;22:947–58.
[101] [MoorthyKS. Strategic decentralization in channels[J].. Marketing Science 1988;7:335–55.
[102] Shugan S. Implicit understandings in channels of distribution[J].. Management Science 1985;31:435–60.
[103] [8] Walton S, HueyJ. Sam Walton, made in America: mystory . New York: Doubleday& Company, 1992. 9 Achenbaum AA, Mitchel FK. Pulling awayfrom push marketing. Harvard Business Review 1987;March-April: 38–40.
[104] Buzzell RD, Quelch JA, Salmon WJ. The costly bargain of trade promotion. [J].Harvard Business Review 1990;May-June:141–9.
[105] Oliver JM, Farris PW. Push and pull: a one-two punch for packaged products. Sloan [J].Management Review 1989;July-August:53–61.
[106] Coyle JJ, Bardi EJ, Langley CJ. Management of business logistics, 6th ed. New York, LA: West Publishing Company, 1996.
[107] Kumar N. The power of trust in manufacturer–retailer relationships. Harvard Business Review 1996;November-December:92–106.
[108] FoleyS, Mahmood T. Wal-Mart Stores [J]. Harvard Business Review 1996;July-August:1–21.
[109] Christopher M. Logistics and supply chain management. London: Pitman Publishing, 1992.
[110] Lee RG, Dale BG. Business process management: a review and evaluation[J].Business Process Re-engineering & Management Journal 1998;4:214–25.
[111] Hamel GD, Prahalad C K. Collaborate with your competitors and win[J]. Harvard Business Review, 1989;January-February:11–15.
[112] 琼斯 Jones, J.P. 著 . 范秀成等译 . 强势品牌的背后:从广告战略到广告攻势 [M]. 北京:机械工业出版社,2002, 227-275.
[113] 约翰·菲利普·琼斯著 . 孙连永等译 . 广告与品牌策划 [M]. 北京:机械工业出版社 .1999 , 293-298
[114] 王安乐 杨连锁 丁浩哲 . 商业广告竞争策略与规则 [M]. 沈阳:辽宁人民出版社,1997, 13-31.
[115] 苗宇 . 公司广告策划和广告策略[M].昆明:云南大学出版社,2001,563-571
[116] Mesak, Hani I. On the generalizability of advertising pulsation monopoly results to an oligopoly European[J].Journal of Operational Research Volume: 117, Issue: 3, September 16, 1999, 429-449.
[117] Mesak, Hani I.;Calloway, James A. A pulsing model of advertising competition: A game theoretic approach, part A -Theoretical foundation European [J].Journal of Operational Research Volume: 86, Issue: 2, October 19, 1995 pp. 231-248
[118] 宋顺清 . 也谈中国广告业的生态环境与发展态势 .2004 中国广告年鉴 .北京:新华出版社,2004, 123 -124
[119] 陈刚 . 当代中国广告业发展的主要趋势探析. 2004中国广告年鉴 . 北京:新华出版社,2004, 115 -116
[120] Thomas T. Nagle and Reed K. Holden 著 , 应斌 , 吴英娜译 . 定价策略与技巧 [M]. 清华大学出版社 ,2003,56 -58
[121] Valarie A ,Zeithaml , Mary 著 , 张金城 , 白长虹译 . 服务营销[M].北京 : 机械工业出版社,2004,331-332
[122] 宝利嘉顾问公司 . 品牌体验-价值和关系的成长 [M]. 北京:中国经济出版社,2003,75-77.
[123] Mesak, Hani I. On deriving and validating comparative statics of a symmetric model of advertising competition[J].Computers and Operations Research Volume: 30, Issue: 12, October, 2003, 1791-1806
[124] Raju, Jagmohan S. Theoretical models of sales promotions: Contributions, limitations, and a future research agenda European[J]. Journal of Operational Research, Volume: 85, Issue: 1, August 17, 1995, 1-17
[125] Fruchter, Gila E.;Messinger, Paul R. Optimal management of fringe entry over time[J].Journal of Economic Dynamics and Control ,Volume: 2003,28(3), 11 2003: 445-466
[126] Dubey, Pradeep;Haimanko, Ori Optimal scrutiny in multi-period promotion tournaments[J].Games and Economic Behavior ,2003,Vol(42)1: 1-24.
[127] Vega-Redondo, Fernando Unfolding Social Hierarchies[J].Journal of Economic Theory, 2000,Vol(90) 2: 177-203.
[128] Miles, Morgan P.;White, John B. Advertising Budgeting Practices in Agribusiness: The Case of Farmer CooperativesIndustrial [J].Marketing Management, 1997, Vol( 26) 1: 31-40.
[129] Pruyn, Ad;Riezebos, Rik Effects of the awareness of social dilemmas on advertising budget-setting: A scenario study[J].Journal of Economic Psychology, 2001, Vol(22)1:43-60.
[130] Farquhar, Peter. Strategic Challenges for Branding[J].The Journal of Product Innovation Management , 1995,Vol(12)4: 352-353.
[131] Mela, Carl F.;Gupta, Sunil;Jedidi, Kamel Assessing long-term promotional influences on market structure[J].International Journal of Research in Marketing , 1998,Vol(15) 2: 89-107.
[132] Danaher, Peter J, Rust, Roland T. Determining the optimal return on investment for an advertising campaign[J]. European Journal of Operational Researh, 1996, Vol(95):3: 511-521.
[133] Jorgensen S, Taboubi S, Georges Z. Retail promotions with negative brand image effects[J].European Journal of Operational Research, 2003,vol(150) 2: 395-405.
[134] Albers, S?nke Impact of types of functional relationships, decisions, and solutions on the applicability of marketing models[J].International Journal of Research in Marketing , 2000, Vol(17)2-3: 169-175.
[135] Ravi Kumar, K.;Hadjinicola, George C. Resource allocation to defensive marketing and manufacturing strategies[J].European Journal of Operational Research, 1996, Vol(94) 3:453-466.
[136] Janetski J. Implementation of a Student/student Leadership Mentoring Program[J].Journal of the American Dietetic Association Volume: 95, Issue: 9, Supplement, September, 1995,68-72.
[137] Jorgensen S;Sigue S , Z Georges. Dynamic cooperative advertising in a channel[J]. Journal of Retailing, 2000, Vol(76) 1:71-92.
[138] Massoni, J.A. The Active Steps 10 kilometer Run/Walk: Promoting the Field of Dietetics [J].Journal of the American Dietetic Association, 1999, Vo(99) 9,:41-60.
[139] Deschamps, Jean-Philippe Managing the Marketing/R&D Interface[J].The Journal of Product Innovation Management, 1995, Vol(12)4: 353-354.
[140] Vallod, D. Carp processing and market analysis: a case study in France[J].Aquaculture 1995,Vol(129) 1-4:76-477.
[141] Hahn, Minhi;Park, Sehoon;Analysis of New Product Diffusion Using a Four-Segment Trial-Repeat Model[J].The Journal of Product Innovation Management , 1995, Vol(12) 4:351-352.
[142] Sethuraman, Raj;Tellis, Gerard Does manufacturer advertising suppress or stimulate retail price promotions? Analytical model and empirical analysis[J].Journal of Retailing, 2002, Vol(78) 4,:253-263.
[143] Moraga-González, José Luis Quality uncertainty and informative advertisingInternational[J]. Journal of Industrial Organization, 2000, Vol( 18) 4: 615-640.
[144] Depken II, Craig A. Audience characteristics and the price of advertising in a circulation industry: evidence from US magazinesInformation [J].Economics and Policy, 2004, Vol(16) 2: 179-196.
[145] Bloch, Francis;Manceau, Delphine Persuasive advertising in Hotelling's model of product differentiationInternational[J]. Journal of Industrial Organization, 1999, Vol(17)4:557-574.
[146] Kwak, N.K.;Lee, Chang Won An MCDM model for media selection in the dual consumer/industrial marketEuropean[J]. Journal of Operational Research, 2005, Vol(166) 1: 255-265.
[147] Kamrad, Bardia;Lele, Shreevardhan S. Innovation diffusion uncertainty, advertising and pricing policies[J].European Journal of Operational Research Volume: 164, Issue: 3, August 1, 2005, 829-850
[148] Gabszewicz, Jean J.;Laussel, Didier Does advertising lower the price of newspapers to consumers? A theoretical appraisal[J].Economics Letters Volume: 87, Issue: 1, April, 2005, 127-134
[149] Fortin, David R.;Dholakia, Ruby Roy Interactivity and vividness effects on social presence and involvement with a web-based advertisement[J].Journal of Business Research Volume: 58, Issue: 3, March, 2005, 387-396
[150] Sterpu, Mihaela;Rocsoreanu, Carmen Hopf bifurcation in a system of two coupled advertising oscillators[J].Nonlinear Analysis: Real World Applications Volume: 6, Issue: 1, February, 2005, 1-12
[151] Kim, Oknam;Hahn, Minhi An advertising model for hierarchically structured markets: application to the automobile industry[J].Journal of Business Research Volume: 57, Issue: 8, August, 2004, 829-833
[152] Manduchi, Agostino Price discrimination of buyers with identical preferences and collusion in a model of advertising[J].Journal of Economic Theory Volume: 116, Issue: 2, June, 2004, 347-356
[153] Mihiotis, A.;Tsakiris, I. A mathematical programming study of advertising allocation problem[J].Applied Mathematics and Computation Volume: 148, Issue: 2, January 26, 2004,. 373-379
[154] Sznajd-Weron, K.;Weron, R. How effective is advertising in duopoly markets? [J].Physica A Volume: 324, Issue: 1-2, June 1, 2003,. 437-444
[155] 塞申,汤普生,陈子玉,陈燕庆,周风歧译 . 最优化管理 [M]. 北京:1988:宇航出版社 154 -174.
[156] 候定丕 . 博弈论导论[M].合肥:2004年:中国科技大学出版社 .
[157] 吴祈宗,候福均,朱心想 . 运筹学与最优化方法[M].北京:机械工业出版社。2003年 .
[158] 姜健飞 , 胡良剑 , 唐俭 . 数值分析及其 MATLAB 实验[M].北军:科学出版社。2004年 6 月 .
[159] 特伦斯 . A. 辛普。熊英翔译 . 整合营销沟通[M].北京:中信出版社。2003年11月 .
[160] 伯特 . 罗森布罗姆,李乃和,奚俊芳等译。营销渠道管理[M].北京:机械工业出版社 , 2003 年 .
[161] 张纪康 . 广告经济学实用教程 [M]. 上海:上海远东出版社。1999年。
[162] 多米尼克 ·M. 汉森 , 伦纳德 ·J. 帕森斯 , 兰德尔 ·L. 舒尔茨著 欧阳明 , 叶平 , 周鹏程译 . 市场反应模型 计量经济学和时间序列分析法[M]. 上海;上海人民出版社 2003.
[163] 雍炯敏 . 动态规划方法与 Hamilton-Jacobi-Bellman 方程 [M]. 上海: 上海科学技术出版社 1992.
[164] 李登峰 . 微分对策及其应用 [M]. 北京:国防工业出版社 ,2000.
[165] 王朝珠,秦化淑 . 最优控制理论[M].北京:科学出版社, 2003.
[166] 张之駓 , 李建德 . 动态规划及其应用 [M]. 北京:国防工业出版社,1994.
[167] 王国成,黄韬 . 现代经济博弈论:市场经济中的竞争与对策 [M]. 北京:经济科学出版社, 1996.
[168] 赵向明 , 孔德明 . 批发定价与合作广告中的双边道德风险 [J]. 科技管理研究, 2004,24(2). 152-155.
[169] 罗卫 , 张子刚 , 欧阳明德 . 基于一个博弈论方法的简单供应链合作广告模型,系统工程理论与实践 .2004,24(2):31-36.
[170] 市场营销观念新发展 Lassen Liu , http://www.cmmo.cn
[171] 肖条军 . 博弈论及其应用 [M]. 上海:上海三联书店,2004,7.
[172] 张维迎 . 博弈论与信息经济学 [M]. 上海:上海三联书店, 1996.
[173] 哈尔 .R. 范里安著,费方域译 . 微观经济学:现代观点 [M]. 上海: 上海三联书店, 2003.
[174] 喻宗斌 . 企业广告策划理论及其应用研究 . 上海交通大学博士学位论文 .1996.
[175] 陆晓鸣 . 最优广告投入策略的研究 . 西安交通大学博士学位论文,1997.
[2] Little, John D C. Aggregate advertising midels: the state of art[J]. Operations research, 1979, 27(7):629-667.
[3] Lancaster K M, Judith A, Stern. Computer-based advertising budgeting practices of leading U. S. consumer advertisers[J]. Journal of advertising, 1983, vol12(4):4-9
[4] Hanssens D M, Parsons , Schultz. Market response models econometric and time series analysis[M].Boston: Kluwer Academic Publishers.2001.
[5] Friedman, Lawrence. Game theory models in the allocation of advertiding expenditures[J]. OperationS research, 1958, Vol 6(11): 699-709.
[6] Shakun, Melvin F. Advertising expenditures in coupled markets—a game theory approach[J].Management science, vol11(2): 42-47.
[7] Gupta S K, Krishnan. Mathemamatical models in marketing[J]. Operations research, 1958, Vol 15(11):1040-1050.
[8] Schmalensee,Richard. A model of promotional competition in oligopoly[J].Review of economic studies. 1976Vol 43(10):493-507.
[9] VIdale M, Wolf H. An operations research study of sales response to advertising[J]. Operations research , 1957, Vol 5(6):370-381.
[10] Little John D C. Aggregate Advertising Models:the State of the Art[J]. Operations Research, 1979,27(8-9,):629-667.
[11] Nerlove M, Arrow K J. Optimal advertising policy under dynamic conditions[J]. Economica, 1962;39: 129–142.
[12] Bass, Frank M. New product growth model for consumer durables[J].Management science,1969,15(1):215-227
[13] Olsder,Geert J. Some thoughts about simple advertising models as differential games and the structure of coalitions [M]. Directions in Large-scale systems ,Many-person optimization and decentralized control, 1976,New York:Plenum Press. .
[14] Mukundan,Rangaswamy,Elsner.Linear feedback strategies in non-zero-sum differential games[J].International journal of systems science,1975,6(1): 513-532.
[15] Deal k, Sethi S P, Thompson. A bilinear-quadratic differential geme in advertising[M].Control theory in mathematical economics, 1979,New York: Marcel Dekker:91-109.
[16] Case,James H.. Economics and the Competetive Process[M]. 1979, New York: New York University Press.
[17] Erickson,Gary M. A model of advertising Competition[J]. Journal of Marketing research, 1985 , 22(8),297-304..
[18] Fruchter, Gila E ,Kalish S. Closed advertising strategies in a duoply[J]. Management science ,1997, vol43(1):54-63.
[19] Fruchter,Gila E. The many-player advertising game[J]. Management science,1999,vol45(11):1609-1611.
[20] Leitmann G, Schmitendorf W E. Profit maximization througn advertising: a non-sun differential game approach[J].IEEE Transactions on automatic control, 1978, AC-23(8):645-667.
[21] Clemhout S,Wan.Interactive economic dynamics and differential games[J].Journal of optimization theory and application, 1979,27(1):7-30.
[22] Dockner,Feichtinger,Jorgensen. Tractable classes of nonzero-sum open-loop Nash differential games:theory and examples[J].Journal of optimization theory and applications, 1985,45(2): 179 -197.
[23] Fershtman C. Identification of Classes of Differential Games for which the Open Loop is a Degenerate Feedback Nash Equilibrium[J]. Journal of Optimization Theory and Applications , ,1987,55(11) .
[24] FeichtingerG. The Nash solution of an advertising differential geme:generalization of model by leitmann and schmitendorf[J].IEEE Transactions on automatic control, 1983,AC-28(11):1044-1048.
[25] J?rgensen, S. A differential games solution to a logarithmic advertising model[J]. Journal of Operational Research Society , 1982,33(5), 425-432.
[26] Feichtinger Dockner. A note to Jorgensen logarithmic advertising differential game[J]. Zeitschrift fur operations research, 1984, 28(1),133-153.
[27] Deal K, Sethi S P, Thompson. A bilinear-quadratic differential game in advertising[M].Control theory in mathematical economics, 1979, New York: Marcel Dekker, 91-109.
[28] Sorger, Gerhard. Competive dynamic advertising: a modification of the Case game[J].Journal of dynamics and control, 1989, 13(1);55-80.
[29] Teng, Thompson. Oligoply models for optimal advertising when production costs obey a learning curve[J]. Management science, 1983, 29(12):1087-1101.
[30] Horsky, Mate. Dynamic advertising strategies of competiving durable good producers[J]. Management science, 1988, 7(4):356-367.
[31] Erickson, Gary M. A model of advertising Competition[J]. Journal of Marketing research, 1985 ,22(8),297-304.
[32] Dockner, Jorgensen. New product advertising in dynamic oligopolies[J].Zeitschrift fur operations research, 1992,36,459-473.
[33] Tapiero, Charies S. A generalization of the Nerlove-Arrow model to multi-firms advertising under uncertainty[J]. Management Science, 1979, 25(11):907-915.
[34] Fershtman, Chaim. Goodwill and market shares in oligopoly [J]. Economica,1984, 51(8):271-281.
[35] Rao, Ram C.Advertising decisions in oligopoly: an industry equilibrium analysis[J]. Optimal control applications & methods.1984, 5(10)331-344.
[36] Chintagunta , Pradeep K. Investigating the sensitivity of equilibrium: profit to advertising dynamics and competitive effects[J].Management Science.1993,7(4):393-412.
[37] Thepot, Jacques.Marketing and investment policies of duopolist in a growing industry[J].Journal of ecomomic dynamics and control.1983,5(6):387-404
[38] Fershtman, Chaim, Vijay.Market share pioneering advantage: a theoretical approach[J]. Management Science, 1990,36(8):900-918.
[39] Friedman, Advertising and oligopolistic equilibrium[J]. The Bell Journal of Economics, 1983., 14,464–473.
[40] Piga, C. Competition in a Duopoly with Sticky Price and Advertising[J]. International Journal of Industrial Organization, 2000, 18, 595-614
[41] Qinan Wang, Zhang Wu. A duopolistic model of dynamic competitive advertising[J]. European Journal of Operational Research, 2001,128 (2) 213-226.
[42] Luca Colombo, Luca Lambertini.Dynamic advertising under vrtical product differentiation[J]. Journal of ecomomic dynamics and control,2002,15(2);108-126.
[43] Prasad, A. and S. P. Sethi (a), “Competitive Advertising under Uncertainty: A Stochastic Differential Game Approach[J] Journal of Optimization Theory and Applications, 2004,12:1-19.
[44] Dockner E, JorgensenN, Van Long, Sorger G. Differential Games in Economics and Management Science[M].Gerhard Sorger Published ,2000:97-103.
[45] Erickson. Differential game model of advertising competition[J].European joutnal of operational research,1995,83,431-438.
[46] Erickson. Dynamic models of advertising competition[M].Washington:Kluwer Academic Publishers.,2003.15-18.
[47] 李克克,唐小我. 广告竞争与市场进入壁垒[J].电子科技大学学报 ,1999,28(6):652-654.
[48] 任方旭, 邵云飞,唐小我.寡头垄断市场下的广告竞争策略研究[J]河南科学,2002,20(4):320-323.
[49] 王志凌,黎志成 . 双寡头广告竞争的定性模拟技术研究 [J] 武汉理工大学学报 ,2002, 24(12),91-94.
[50] 李烃 , 盛昭翰 , 姚洪兴 . 一类广告竞争模型的延迟反馈混沌控制方法 [J]. 预测 ,2003,22(1):64-67.
[51] 童纪新,裴明,李煜. 两强市场广告竞争混沌的参数调节反馈控制方法[J] 河海大学学报 ( 自然科学版),2004,32(3):328-331.
[52] _Crimmins EC. A management guide to Cooperative advertising[M]. New York: Association of national advertisers, 1999.
[53] Crimmins EC. Cooperative advertising[M]. New York: Gene Wolf & Co, 1985.
[54] Berger PD. Vertical cooperative advertising ventures[J]. Journal of Marketing Research 1972;9:309–12.
[55] DuttaS,Bergen M,John G.Variations in the contractual terms of cooperative advertising contracts:anempirical investigation[J].Marketing letters, 1995, 6,15-22.
[56] Fulop C. The role of advertising in the retail marketing mix[J]. International Journal of Advertising 1988;7:99–117.
[57] Somers TM, Gupta YP, Herriott SR. Analysis of cooperative advertising expenditures: a transfer-function modeling approach[J]. Journal of Advertising Research 1990;24:35–45.
[58] Young RF, Greyser SA. Managing cooperative advertising: a strategic approach[M]. Lexington, MA: Lexington Books, 1983.
[59] Roslow S, Laskey H A. The enigma of cooperative advertising[J].Journal of business and industrial marketing, 8,70-78.
[60] Dant R P, Berger P D. Modeling cooperative advertising decisions in franchising[J]. Journal of the Operational Research Society, 1996;49:1120-1136.
[61] Bergen M G, John. Understanding Cooperative Advertising Participation Rates in Conventional Channels [J]. Journal of Marketing Research, 1997;46: 357-369.
[62] Kim S Y, Staelin R . Manufacturer Allowances and Retailer Pass-Through Rates in a Competiti?e En?ironment[J]. Marketing Science, 1999, 18:59–76.
[63] Huang ZM, Li SX. Co-op advertising models in a manufacturing–retailing supplychain: a game theory approach. European[J]. Journal of Operational Research 2001;135:81–98.
[64] Li SX, Huang ZM, Ashley A. Manufacturer and retailer cooperation through franchising: a chance constrained game approach[J]. Information Systems and Operational Research, 2002;40:131–48.
[65] Chintagunta P K, D Jain. A dynamic model of channel member strategies for marketing expenditure[J].Marketign science,1992, 3:117-134.
[66] Jorgensen S, Taboubi .Cooperative advertising in a marketing channel[J].Journal of optimization theory and applications, 2001,110(1)145-158.
[67] Hanssens D, Parsons L, Schultz, R L. Market Response Models: Econometric and Time Series Analysis[M]. Kluwer Academic Press, 2001.
[68] Enrique, Bigne. Advertising budgeting practices : a review[J]. Journal of current issue and research in advertising1995,vol 17(4):17-32.
[69] Simon H, Arndt J. The Shape of the Advertising Response Function[J]Journal of Advertising Research, 1980, Vol. 20: 11-28.
[70] Rao A, Miller P B. Advertising/Sales Response functions[J]Journal of Advertising Research, 1975, Vol. 14: 1-15.
[71] Mantrala K. Muraly.Allocating marketing resources[M] Handbook of Marketing, NewYork: Sage Publications 2002.
[72] Barcena-Ruiz, J C Espinosa M P. Should multi-product firms provide divisional or corporate incentives? International Journal of industrial organization,1999,17:751-764.
[73] Brennan L. How Retailers are Putting It All Together[J]. Sales and Marketing Management, 1988, May: 62–65
[74] Li SX, Huang ZM, Ashley A. Manufacturer and retailer cooperation through franchising: a chance constrained game approach[J]. Information Systems and Operational Research, 2002,40:131–48.
[75] Bergen M G, John. Understanding Cooperative Advertising Participation Rates in Channels[J]. Journal of Marketing Research, 1997, 46: 357–369.
[76] Dant R P, Berger P D. Modeling cooperative advertising decisions in franchising. Journal of the Operational Research Society, 1996, 49 : 1120–1136.
[77] KIim S Y, Staelin. Manufacturer Allowances and Retailer Pass-Through Rates in a Competitive Environment[J]. Marketing Science, 1999, 18: 59–76.
[78] Piga, Claudio A G. Competition in a duopoly with sticky price and advertising[J] International Journal of Industrial Organization, 2000, 18: 595-614.
[79] Nerlove M., Arrow K J. Optimal advertising policy under dynamic conditions[J]. Economica, 1962, 39: 129–142.
[80] Chintagunta P K, D Jain. A Dynamic Model of Channel Member Strategies for Marketing Expenditures[J]. Marketing Science,1992,11:117–134.
[81] [Basar T ,G J Olsder. Dynamic Noncooperative Game Theory[M]. New York, Academic Press. 1995:150.
[82] Dockner E, JorgensenN, Van Long, Sorger G. Differential Games in Economics and Management Science[M].Gerhard Sorger Published ,2000:97-103.
[83] Sen K. Advertising fees in the franchised channel [M]. New York: The Haworth Press, 1994: 83–102.
[84] Brennan L. How retailers are putting it all together[J]. Sales and Marketing Management, 1988, May: 62–66.
[85] www.a.com.cn http://www.a.com.cn/cn/yxch/yxjq/001229cxyd.htm
[86] Rajiv L. Manufacture trade deals and retail price promotion[J].Journal of marketing,2003,45(11):428-444
[87] Nerlove M, Arrow K J. Optimal advertising policy under dynamic conditions[J]. Economica, 1962;39: 129–142.
[88] Dockner, E. J., Jorgensen, N, Van Long. Differential games in economics and management science[M]. Gerhard Sorger Published , 2000:93-107.
[89] Blattberg, R.C., Neslin, S.A., Sales Promotion: Concepts, Methods, and Strategies[R]. Prentice-Hall, Englewood Cliffs, NJ. 1990. (研究报告)
[90] 江明华, 董伟民. 价格促销频率对品牌资产的影响研究[J] 管理世 界.2003(7): 144-146
[91] 卢长宝, 任胜钢. 过度促销与价格战[J]. 价格理论与实践.2003(11):53-54
[92] Neslin, S A., Shoemaker R.W. An alternative explanation for lower repeat rates after promotion purchases[J]. Journal of Marketing Research, 1989, 26: 205–213.
[93] Davis S, Inman, J.J, McAlister L. Promotion has a negative effect on brand evaluations––Or does it? Additional disconfirming evidence[J].. Journal of Marketing Research, 1992, 29:143–148.
[94] Jedidi K , Mela C.F, Gupta S. Managing advertising and promotion for long-run profitability[J].Technical working paper of the Marketing Science Institute, 1998, 11.
[95] Raghubir, P, Corfman, K. When do price promotions affect pretrial brand evaluations? [J]. Journal of Marketing Research 1999, 36, 211–222.
[96] Yoo B, Donthu N, Lee S. An examination of selected marketing mix elements and brand equity[J].. Journal of the Academy of Marketing Science , 2000,28:195–211.
[97] Charnes A, Huang ZM, Mahajan V. Franchising Coordination with Brand Name Considerations. Research in Marketing1995;12:1–47.
[98] Jeuland AP, Shugan SM. Managing channel pro4ts[J]. Marketing Science 1983;2:239–72.
[99] Kohli R, Park H. A cooperative game theorymodel of quantity discounts[J].. [J]..Management Science 1989;35:693–707.
[100] Li SX, Huang ZM. Managing buyer–seller system cooperation with quantitydiscount considerations[J]..Computers and OperationsResearch 1995;22:947–58.
[101] [MoorthyKS. Strategic decentralization in channels[J].. Marketing Science 1988;7:335–55.
[102] Shugan S. Implicit understandings in channels of distribution[J].. Management Science 1985;31:435–60.
[103] [8] Walton S, HueyJ. Sam Walton, made in America: mystory . New York: Doubleday& Company, 1992. 9 Achenbaum AA, Mitchel FK. Pulling awayfrom push marketing. Harvard Business Review 1987;March-April: 38–40.
[104] Buzzell RD, Quelch JA, Salmon WJ. The costly bargain of trade promotion. [J].Harvard Business Review 1990;May-June:141–9.
[105] Oliver JM, Farris PW. Push and pull: a one-two punch for packaged products. Sloan [J].Management Review 1989;July-August:53–61.
[106] Coyle JJ, Bardi EJ, Langley CJ. Management of business logistics, 6th ed. New York, LA: West Publishing Company, 1996.
[107] Kumar N. The power of trust in manufacturer–retailer relationships. Harvard Business Review 1996;November-December:92–106.
[108] FoleyS, Mahmood T. Wal-Mart Stores [J]. Harvard Business Review 1996;July-August:1–21.
[109] Christopher M. Logistics and supply chain management. London: Pitman Publishing, 1992.
[110] Lee RG, Dale BG. Business process management: a review and evaluation[J].Business Process Re-engineering & Management Journal 1998;4:214–25.
[111] Hamel GD, Prahalad C K. Collaborate with your competitors and win[J]. Harvard Business Review, 1989;January-February:11–15.
[112] 琼斯 Jones, J.P. 著 . 范秀成等译 . 强势品牌的背后:从广告战略到广告攻势 [M]. 北京:机械工业出版社,2002, 227-275.
[113] 约翰·菲利普·琼斯著 . 孙连永等译 . 广告与品牌策划 [M]. 北京:机械工业出版社 .1999 , 293-298
[114] 王安乐 杨连锁 丁浩哲 . 商业广告竞争策略与规则 [M]. 沈阳:辽宁人民出版社,1997, 13-31.
[115] 苗宇 . 公司广告策划和广告策略[M].昆明:云南大学出版社,2001,563-571
[116] Mesak, Hani I. On the generalizability of advertising pulsation monopoly results to an oligopoly European[J].Journal of Operational Research Volume: 117, Issue: 3, September 16, 1999, 429-449.
[117] Mesak, Hani I.;Calloway, James A. A pulsing model of advertising competition: A game theoretic approach, part A -Theoretical foundation European [J].Journal of Operational Research Volume: 86, Issue: 2, October 19, 1995 pp. 231-248
[118] 宋顺清 . 也谈中国广告业的生态环境与发展态势 .2004 中国广告年鉴 .北京:新华出版社,2004, 123 -124
[119] 陈刚 . 当代中国广告业发展的主要趋势探析. 2004中国广告年鉴 . 北京:新华出版社,2004, 115 -116
[120] Thomas T. Nagle and Reed K. Holden 著 , 应斌 , 吴英娜译 . 定价策略与技巧 [M]. 清华大学出版社 ,2003,56 -58
[121] Valarie A ,Zeithaml , Mary 著 , 张金城 , 白长虹译 . 服务营销[M].北京 : 机械工业出版社,2004,331-332
[122] 宝利嘉顾问公司 . 品牌体验-价值和关系的成长 [M]. 北京:中国经济出版社,2003,75-77.
[123] Mesak, Hani I. On deriving and validating comparative statics of a symmetric model of advertising competition[J].Computers and Operations Research Volume: 30, Issue: 12, October, 2003, 1791-1806
[124] Raju, Jagmohan S. Theoretical models of sales promotions: Contributions, limitations, and a future research agenda European[J]. Journal of Operational Research, Volume: 85, Issue: 1, August 17, 1995, 1-17
[125] Fruchter, Gila E.;Messinger, Paul R. Optimal management of fringe entry over time[J].Journal of Economic Dynamics and Control ,Volume: 2003,28(3), 11 2003: 445-466
[126] Dubey, Pradeep;Haimanko, Ori Optimal scrutiny in multi-period promotion tournaments[J].Games and Economic Behavior ,2003,Vol(42)1: 1-24.
[127] Vega-Redondo, Fernando Unfolding Social Hierarchies[J].Journal of Economic Theory, 2000,Vol(90) 2: 177-203.
[128] Miles, Morgan P.;White, John B. Advertising Budgeting Practices in Agribusiness: The Case of Farmer CooperativesIndustrial [J].Marketing Management, 1997, Vol( 26) 1: 31-40.
[129] Pruyn, Ad;Riezebos, Rik Effects of the awareness of social dilemmas on advertising budget-setting: A scenario study[J].Journal of Economic Psychology, 2001, Vol(22)1:43-60.
[130] Farquhar, Peter. Strategic Challenges for Branding[J].The Journal of Product Innovation Management , 1995,Vol(12)4: 352-353.
[131] Mela, Carl F.;Gupta, Sunil;Jedidi, Kamel Assessing long-term promotional influences on market structure[J].International Journal of Research in Marketing , 1998,Vol(15) 2: 89-107.
[132] Danaher, Peter J, Rust, Roland T. Determining the optimal return on investment for an advertising campaign[J]. European Journal of Operational Researh, 1996, Vol(95):3: 511-521.
[133] Jorgensen S, Taboubi S, Georges Z. Retail promotions with negative brand image effects[J].European Journal of Operational Research, 2003,vol(150) 2: 395-405.
[134] Albers, S?nke Impact of types of functional relationships, decisions, and solutions on the applicability of marketing models[J].International Journal of Research in Marketing , 2000, Vol(17)2-3: 169-175.
[135] Ravi Kumar, K.;Hadjinicola, George C. Resource allocation to defensive marketing and manufacturing strategies[J].European Journal of Operational Research, 1996, Vol(94) 3:453-466.
[136] Janetski J. Implementation of a Student/student Leadership Mentoring Program[J].Journal of the American Dietetic Association Volume: 95, Issue: 9, Supplement, September, 1995,68-72.
[137] Jorgensen S;Sigue S , Z Georges. Dynamic cooperative advertising in a channel[J]. Journal of Retailing, 2000, Vol(76) 1:71-92.
[138] Massoni, J.A. The Active Steps 10 kilometer Run/Walk: Promoting the Field of Dietetics [J].Journal of the American Dietetic Association, 1999, Vo(99) 9,:41-60.
[139] Deschamps, Jean-Philippe Managing the Marketing/R&D Interface[J].The Journal of Product Innovation Management, 1995, Vol(12)4: 353-354.
[140] Vallod, D. Carp processing and market analysis: a case study in France[J].Aquaculture 1995,Vol(129) 1-4:76-477.
[141] Hahn, Minhi;Park, Sehoon;Analysis of New Product Diffusion Using a Four-Segment Trial-Repeat Model[J].The Journal of Product Innovation Management , 1995, Vol(12) 4:351-352.
[142] Sethuraman, Raj;Tellis, Gerard Does manufacturer advertising suppress or stimulate retail price promotions? Analytical model and empirical analysis[J].Journal of Retailing, 2002, Vol(78) 4,:253-263.
[143] Moraga-González, José Luis Quality uncertainty and informative advertisingInternational[J]. Journal of Industrial Organization, 2000, Vol( 18) 4: 615-640.
[144] Depken II, Craig A. Audience characteristics and the price of advertising in a circulation industry: evidence from US magazinesInformation [J].Economics and Policy, 2004, Vol(16) 2: 179-196.
[145] Bloch, Francis;Manceau, Delphine Persuasive advertising in Hotelling's model of product differentiationInternational[J]. Journal of Industrial Organization, 1999, Vol(17)4:557-574.
[146] Kwak, N.K.;Lee, Chang Won An MCDM model for media selection in the dual consumer/industrial marketEuropean[J]. Journal of Operational Research, 2005, Vol(166) 1: 255-265.
[147] Kamrad, Bardia;Lele, Shreevardhan S. Innovation diffusion uncertainty, advertising and pricing policies[J].European Journal of Operational Research Volume: 164, Issue: 3, August 1, 2005, 829-850
[148] Gabszewicz, Jean J.;Laussel, Didier Does advertising lower the price of newspapers to consumers? A theoretical appraisal[J].Economics Letters Volume: 87, Issue: 1, April, 2005, 127-134
[149] Fortin, David R.;Dholakia, Ruby Roy Interactivity and vividness effects on social presence and involvement with a web-based advertisement[J].Journal of Business Research Volume: 58, Issue: 3, March, 2005, 387-396
[150] Sterpu, Mihaela;Rocsoreanu, Carmen Hopf bifurcation in a system of two coupled advertising oscillators[J].Nonlinear Analysis: Real World Applications Volume: 6, Issue: 1, February, 2005, 1-12
[151] Kim, Oknam;Hahn, Minhi An advertising model for hierarchically structured markets: application to the automobile industry[J].Journal of Business Research Volume: 57, Issue: 8, August, 2004, 829-833
[152] Manduchi, Agostino Price discrimination of buyers with identical preferences and collusion in a model of advertising[J].Journal of Economic Theory Volume: 116, Issue: 2, June, 2004, 347-356
[153] Mihiotis, A.;Tsakiris, I. A mathematical programming study of advertising allocation problem[J].Applied Mathematics and Computation Volume: 148, Issue: 2, January 26, 2004,. 373-379
[154] Sznajd-Weron, K.;Weron, R. How effective is advertising in duopoly markets? [J].Physica A Volume: 324, Issue: 1-2, June 1, 2003,. 437-444
[155] 塞申,汤普生,陈子玉,陈燕庆,周风歧译 . 最优化管理 [M]. 北京:1988:宇航出版社 154 -174.
[156] 候定丕 . 博弈论导论[M].合肥:2004年:中国科技大学出版社 .
[157] 吴祈宗,候福均,朱心想 . 运筹学与最优化方法[M].北京:机械工业出版社。2003年 .
[158] 姜健飞 , 胡良剑 , 唐俭 . 数值分析及其 MATLAB 实验[M].北军:科学出版社。2004年 6 月 .
[159] 特伦斯 . A. 辛普。熊英翔译 . 整合营销沟通[M].北京:中信出版社。2003年11月 .
[160] 伯特 . 罗森布罗姆,李乃和,奚俊芳等译。营销渠道管理[M].北京:机械工业出版社 , 2003 年 .
[161] 张纪康 . 广告经济学实用教程 [M]. 上海:上海远东出版社。1999年。
[162] 多米尼克 ·M. 汉森 , 伦纳德 ·J. 帕森斯 , 兰德尔 ·L. 舒尔茨著 欧阳明 , 叶平 , 周鹏程译 . 市场反应模型 计量经济学和时间序列分析法[M]. 上海;上海人民出版社 2003.
[163] 雍炯敏 . 动态规划方法与 Hamilton-Jacobi-Bellman 方程 [M]. 上海: 上海科学技术出版社 1992.
[164] 李登峰 . 微分对策及其应用 [M]. 北京:国防工业出版社 ,2000.
[165] 王朝珠,秦化淑 . 最优控制理论[M].北京:科学出版社, 2003.
[166] 张之駓 , 李建德 . 动态规划及其应用 [M]. 北京:国防工业出版社,1994.
[167] 王国成,黄韬 . 现代经济博弈论:市场经济中的竞争与对策 [M]. 北京:经济科学出版社, 1996.
[168] 赵向明 , 孔德明 . 批发定价与合作广告中的双边道德风险 [J]. 科技管理研究, 2004,24(2). 152-155.
[169] 罗卫 , 张子刚 , 欧阳明德 . 基于一个博弈论方法的简单供应链合作广告模型,系统工程理论与实践 .2004,24(2):31-36.
[170] 市场营销观念新发展 Lassen Liu , http://www.cmmo.cn
[171] 肖条军 . 博弈论及其应用 [M]. 上海:上海三联书店,2004,7.
[172] 张维迎 . 博弈论与信息经济学 [M]. 上海:上海三联书店, 1996.
[173] 哈尔 .R. 范里安著,费方域译 . 微观经济学:现代观点 [M]. 上海: 上海三联书店, 2003.
[174] 喻宗斌 . 企业广告策划理论及其应用研究 . 上海交通大学博士学位论文 .1996.
[175] 陆晓鸣 . 最优广告投入策略的研究 . 西安交通大学博士学位论文,1997.