几种不同结构的脉动广告投入策略在无限时区上的比较

本文基于扩展的“ＶｉｄａｌｅＷｏｌｆｅ 模型， 在无限时区上， 并将资金成本纳入模型的情况下比较了五种不同结构的脉动广告投入策略。主要结论有： （１） 当扩展的ＶｉｄａｌｅＷｏｌｆｅ 模型中的反应函数是线性的和凹的时， 均匀广告策略优于广告的脉动保持策略， 而后者优于广告的脉动策略。（２） 当反应函数是凹的时， 均匀广告策略优于脉冲广告策略， 而后者优于震荡广告策略。

A Comparison of Alternative Advertising Policies under Infinite Planning Horizon

In this paper, five alternative advertising policies that belong to the advertising pulsation class are compared analytically for linear and concave function under infinite planning horizon while the finance cost is included in the model. The research concludes with the following results: 1) for both linear and concave response functions, the uniform advertising policy is superior to the advertising pulsing/maintenance policy, while the advertising maintenance policy is even superior to advertising pulsing policy. 2) For concave response function, the uniform advertising policy is superior to the impulse advertising policy, which is then superior to the chattering advertising policy.