考虑消费者不确定偏好的广告预算分配策略

Advertising budget allocation strategies considering uncertain consumer preferences

针对消费者不确定偏好的广告预算分配问题，首先，运用多属性效用函数来衡量消费者效用．其次，建立广告反应函数来刻画消费者对广告投入的反应．基于此，构建消费者购买决策模型及企业期望利润模型．最后，构建了一个两阶段的不完全信息动态博弈模型并对模型进行分析．分析结果表明，随着对消费者偏好的不确定程度的降低，对企业而言，其广告预算分配决策更有针对性，从而能够获得更大的利润；对消费者而言，只有当其偏好的产品能为企业带来较大利润时，企业的广告预算分配策略才会对消费者有利．此外，随着产品利润的增大，企业的期望利润增加．当广告预算的分配策略满足不同条件时，由于产品利润增大而给企业带来的边际利润递减或递增．

With respect to the problem of advertising budget allocation considering uncertain consumer preferences, firstly, a multi-attribute utility function is used to measure the consumer utility. Secondly, the advertising response function is built to specify the relationship between advertising expenditure and consumer demand. Based on this, the consumer purchase decision model and the expected profit model of the enterprise are established, respectively. Lastly, a two-period game-theoretic model with incomplete information is built and analyzed. The outcomes show that as the uncertain degree of consumer preference information is reduced, the allocation strategy of the advertising budget is more targeted and thus to gain greater profits for the enterprise; for the consumer, only when the product that the consumer preferred can bring relatively larger profits, could he/she benefit from the advertising budget allocation. Besides, the expected profit of the enterprise increases, as the product profit increases. In addition, through further analysis of the game model, under different conditions, with increase of the product profit, the marginal profit of the enterprise gained decreases or increases.