广告效应分析与投入策略研究  

Analysis of Advertising's Effect and Investment Strategies

作　　者：岳宇君 

机构地区：[1]南京邮电大学管理学院,南京210023

出　　处：《石家庄经济学院学报》2014年第4期75-78,共4页Journal of Shijiazhuang University of Economics

基　　金：2011年北京市哲学社会科学规划项目(11JGB064);2013年南京邮电大学引进人才项目(NYS213004)

摘　　要：广告在市场竞争中扮演越来越重要的角色,已成为许多企业发展战略的重要组成部分。论文建立广告—信息扩散模型、广告—商誉模型和广告—消费者模型,试图系统分析广告的效应。以市场份额为状态变量、广告费用为控制变量,建立了企业利润最大化模型,并运用最优控制理论求解与分析广告的投入策略。Advertising plays an increasingly important role in market competition, which has become an important part of many companies＇ development strategy. Advertising-information diffusion model, advertising-goodwill model and advertising-consumer model are established in this article. The article tries to systematically analyze the effects of advertising. It establishes corporate profit maximization model with market share as state variables and advertising costs as control variables, and analyzes advertising investment strategy with optimal control theory.

关 键 词：广告 信息扩散 商誉 消费者 

分 类 号：F224[经济管理—国民经济]