企业广告决策的模型优化和模拟

本文在综合评价企业常用广告策略的基础上，利用Ｖｉｄａｌｅ－Ｗｏｌｆｅ模型对企业实际采用的广告策略进行了优化，并得出在广告费用和企业的市场占有率不是很大的情况下，集中使用广告、增加广告的强度是广告实施的优化策略．此外，本文还用计算机模拟的办法，研究了在考虑广告后效、广告的临界效应和广告的衰减规律的条件下，企业广告的实施策略、广告的临界值和广告费用大小对实施广告策略的影响．

Model optimizing and simulating of business dvertising decisioa making

Based on reviewing and evaluating common advertising strategies adopted by companies, the paper optimizes these strategies using Vidale-Wolfe model, and gets some useful results. Besides with computer simulation the paper studies advertising implementing strategy, critical points and effect of advertising budget on implementing strategy under the condition of time--lag, critical point and decay dffect.