Infinite‐time partially observed nonzero‐sum bilinear affine‐quadratic stochastic differential game and its application to competitive advertising

Abstract

AbstractDue to the conjunction of huge expenditure and latent inefficiencies, competitive advertising has always been occupying a front‐and‐center place in marketing, among which a bilinear system is one of the most important. Because much real business is two giants playing among other emerging challengers and the players can only inspect the market through a related noisy process by the random sampling survey, the sales‐advertising dynamics is a partially observed nonzero‐sum stochastic differential game. However, by the intrinsic difficulties of mathematics, there is no extant research to augment the analysis on the infinite‐time horizon, which is of particular significance to implementing the online sales campaign and evaluating the consequence of endless competition. Motivated by this, controllability and stability analysis are explored first for the iterative approximation to bilinearity. Then, the simulation provides a rapid prototyping and automatic approach for the most efficient strategies. Moreover, four implications have been discovered by comparison with eight examples as the application of four encounters on finite‐ and infinite‐time horizons. Several new insights have been revealed for those struggling to develop successful advertising strategies.