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在市场竞争愈演愈烈的社会里,广告作为一种商家向消费者传递信息的方式成了最普遍的社会现象。企业做广告的重要目的之一是堵住竞争对手的策略。广告对于企业来说无疑是一场战争,广告竞争也成为一场更加复杂的博弈。一次广告博弈中,个体私利导向整体损失。有限次重复亦然。在市场竞争条件下,企业的广告投入行为陷入纳什均衡的怪圈后,无法自拔,广告花费却也随之而节节攀升,不断重复。
In a society where competition in the market is intensifying, the way advertising is delivered as a business to consumers has become the most prevalent social phenomenon. One of the important purposes of business advertising is to block competitors. Advertising is undoubtedly a war for enterprises, advertising competition has become a more complex game. In an advertising game, individual self-interest leads to the overall loss. A few times repeated Under the condition of market competition, the advertising investment activities of enterprises are unable to extricate themselves after they fall into the trap of Nash equilibrium. Advertisement spending is also rising steadily and continuously.