摘要
在企业产品最优销售价格已经确定、企业间的竞争不宜再通过变动价格来进行的情况下,广告费用投入决策是非价格影响因素竞争中最为主要的内容之一。运用对策论对竞争条件下的企业广告费用投入进行定量分析和优化决策,可将广告决策过程中的定性分析和定量计算有机地结合起来,提高企业的广告决策科学水平、市场竞争能力和经济效益。
Decision of advertising expenses is one of the most important competitive factors, especially, when the optimum price is decided. This paper presents a way that uses game theory to do quantitative analysis and optimizes the advertising expenses. The combination of qualitative analysis and quantitative calculation in advertising decision, will improve the level of advertising decision, emarketing competition and profit of a firm.
出处
《中国纺织大学学报》
CSCD
1996年第1期61-67,共7页
Journal of China Textile University
关键词
对策论
广告策略
定量分析
优化决策
game theory, advertising tactics, quantitative analysis, decision optimization, marginal contribution, game matrix, profit
