The Research On Decisionmaking Of Advertising Operation Of Enterprises In China

This paper focuses on the comprehensive studies on the decision -making problems of many sides with the corporates' advertising operations, applying the theoretical analysis and empirical research methods, it mainly includes the advertising intensity and its increasing, the selecting and supervising of advertising agency, the selecting of ad media, the appraising of the advertising results, and the influence on the corporates' advertising operations from the government' s advertising administration, and the applying of public service advertising in the corporates' advertising operations, and so on.The major research work is the analysis of advertising intensity, the effects of the corporates' characteristics on the advertising intensity and the increase of the advertising expenses are tested, prove that there are no significant influences between the corporates' industry types, scales, the development phases and the advertising intensity, so do with the increase of the advertising expenses; but there are significant influences between the corporates' property types, and the types of advertising operation departments and the the advertising intensity and the increase of the advertising expenses. Two models of the the advertising intensity and the increase of the advertising expenses are conducted with the optimal scaling method. It concludes that the the corporates' property types, the competitors' advertising expenses and and the types of advertising operation departments are the most important factors which influences the corporates' advertising intensity, and the corporates' selling plans, the the corporates' property types and the corporates' market exploitation plans are the most important factors which influences the increase of the advertising expenses.The author also analyses the decisionmaking problems in the choices of advertising agencies and advertising media and the evaluation of the...