| Summary: | 碩士 === 國立屏東科技大學 === 工業管理系所 === 95 === In modern competition market, most of firms produce the products which have a certain degree of differentiation. The price of those products will influence the manager to how to make the price strategy in this kind of environment. Therefore, in the early researches, they only focus on the optimal quantity and price of the different product and does not discuss the relationship of price and quantity. Hence, this paper provides a model to discuss the optimal pricing and advertising strategy under a duopoly market. This paper adopts a Bertrand price competition model and a general of linear demand function to analyze firm’s pricing and advertising behavior under non-cooperative condition. Considering four kinds of product type includes perfect homogeneous, substitutions product, complement product and perfect differentiation, they make a optimal pricing and advertising strategy under maximum profit. Therefore, we demonstrate a numerical example to carry on the analysis of sensitivity for some specific parameters. Finally, we derive six conclusions based on the results of the model formulation and numerical analysis.
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