CAJ | 학술논문

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。
엄고재시장경쟁중분연월래월중요적각색，이성위허다기업발전전략적중요조성부분。논문건립엄고-신식확산모형、엄고-상예모형화엄고-소비자모형，시도계통분석엄고적효응。이시장빈액위상태변량、엄고비용위공제변량，건립료기업리윤최대화모형，병운용최우공제이론구해여분석엄고적투입책략。
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 .