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研究生:張麗雯
論文名稱:廣告投資,累積廣告經驗,與廣告調整成本之動態分析
指導教授:李堯賢李堯賢引用關係
學位類別:碩士
校院名稱:中華大學
系所名稱:工業工程與管理研究所
學門:工程學門
學類:工業工程學類
論文種類:學術論文
論文出版年:2001
畢業學年度:89
語文別:中文
論文頁數:57
中文關鍵詞:廣告支出廣告資本累積廣告經驗廣告調整成本微分賽局法
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摘要在廠商的經營活動中,行銷是廠商最關注的經營課題。而廣告活動則是行銷領域中的核心課題。本文首先介紹,個別廠商在動態環境中廣告支出(投資)及廣告資本(或累積廣告經驗)的最適策略,我們利用最適控制理論與相關的投資理論及考量調整成本的觀念,作理論模型的分析。我們發現,(1)無調整成本下的累積廣告經驗水準高於有調整成本下的累積廣告經驗水準(2)當調整成本中有累積廣告經驗所隱含的學習效果時,有學習效果的累積廣告經驗水準高於無效果時的累積廣告經驗水準(3)當調整成本中有學習效果和無調整成本相互比較,在調整成本的累積廣告經驗具有彈性時,有學習效果時累積廣告經驗水準會高於無調整成本時的累積廣告經驗水準。其次,在目前講求共同行銷的潮流中,合作廠商(或產業)如何在廣告支出與廣告資本的觀念下,其最適水準將如何決定。我們利用動態微分賽局法分析,並以開路(Open-loop)Nash均衡探討廠商的廣告投資競爭。我們發現,在聯合利潤極大與共同行銷的情況下,廠商會有高的廣告投資水準與累積廣告經驗,其次是共同行銷但無聯合利潤極大的情況,之後是相互競爭的情況。這顯示,廠商共同行銷的策略會產生搭便車的行為。關鍵字:廣告支出、廣告資本、累積廣告經驗、廣告調整成本、微分賽局法
目 錄摘要I誌謝辭II目 錄III第一章緒論11.1研究動機11.2研究目的3第二章文獻探討52.1 名詞定義52.2 國內文獻9第三章動態最適控制之廣告理論模型回顧11第四章廣告調整成本與動態廣告模型234.1 Nerlove-Arrow模型與廣告調整成本234.2 廣告投資支出之調整成本C(A,G)=C(G)A274.4 跨時調整模型(Intertemporal adjustment model)33第五章動態廣告競爭與共同廣告365.1 動態廣告競爭模型365.2 偶占共同廣告模型395.3 偶占聯合利潤與共同廣告模型41第六章結論45參考文獻47
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