Marketing Resource Allocation Strategy Optimization Based on Dynamic Game Model

Yan Long,Hongshan Zhao,Miaochao Chen

doi:10.1155/2022/4370298

Yan Long, Hongshan Zhao + Show 1 more

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https://doi.org/10.1155/2022/4370298

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Abstract

Game theory has become an important tool to study the competition between oligopolistic enterprises. After combing the existing literature, it is found that there is no research combining two-stage game and nonlinear dynamics to analyze the competition between enterprises for advertising. Therefore, this paper establishes a two-stage game model to discuss the effect of the degree of firms’ advertising input on their profits. And the complexity of the system is analyzed using nonlinear dynamics. This paper analyzes and studies the dynamic game for two types of application network models: data transmission model and transportation network model. Under the time-gap ALOHA protocol, the noncooperative behavior of the insiders in the dynamic data transmission stochastic game is examined as well as the cooperative behavior. In this paper, the existence of Nash equilibrium and its solution algorithm are proved in the noncooperative case, and the “subgame consistency” of the cooperative solution (Shapley value) is discussed in the cooperative case, and the cooperative solution satisfying the subgame consistency is obtained by constructing the “allocation compensation procedure.” The cooperative solution is obtained by constructing the “allocation compensation procedure” to satisfy the subgame consistency. In this paper, we propose to classify the packets transmitted by the source nodes, and by changing the strategy of the source nodes at the states with different kinds of packets, we find that the equilibrium payment of the insider increases in the noncooperative game with the addition of the “wait” strategy. In the transportation dynamic network model, the problem of passenger flow distribution and the selection of service parameters of transportation companies are also studied, and a two-stage game theoretical model is proposed to solve the equilibrium price and optimal parameters under Wardrop’s criterion.

Highlights

In the last two decades, with the emergence and development of network games, the game theory topics of studying the generation and evolution of networks, the interaction of strategies, and their dynamic processes in the network environment have gained critical progress [1]. e introduction of network games in the theoretical system of the economic field has achieved great success, which has set off a boom in the study of network games
This paper investigated the data transmission model for regulating the behavior of nodes in the network by the time slot ALOHA protocol [5]
We consider a stochastic game in which the insiders use static strategies. e article proves that any zero-sum game with discounted perfect information has the same value by introducing a discount factor to calculate the payoff of the insider [6]. e article proves that the static strategy is the optimal one for the insider under the stochastic game, which means that the insider’s strategy depends only on the current state and is independent of the historical state of the game

Summary

Introduction

In the last two decades, with the emergence and development of network games, the game theory topics of studying the generation and evolution of networks, the interaction of strategies, and their dynamic processes in the network environment have gained critical progress [1]. e introduction of network games in the theoretical system of the economic field has achieved great success, which has set off a boom in the study of network games. This paper investigated the data transmission model for regulating the behavior of nodes in the network by the time slot ALOHA protocol [5]. Few scientists have chosen the twostage dynamic game approach to analyze the complexity of advertising competition between companies, so that this area is worth further investigation. Another important issue of nonlinear dynamics is global dynamics, synchronization, and multistability. Erefore, under the influence of these factors, we establish a two-stage dynamic game model to analyze the dynamic evolution, and complexity of advertising competition between enterprises has positive research value. Two-stage game theory has been applied to decision problems in many fields, such as networks and communications [22]

Dynamic Game-Based Marketing Resource Allocation

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