Research On Decision Of Enterprises' Advertising Strategy

Advertising is one of important non-price policies for enterprises. The scale, competition tactic in given market and cooperation with price policy, are three key aspects of AD decision-making . This thesis discusses appropriate scale theoretically in virtue Elasticity and other tools. Then, competitors' decision-making actions are studied in four conditions: complete information static game, complete information dynamic game, incomplete information static game and incomplete information dynamic game. This thesis also focuses enterprise and its competitors on how to handle advertising and price policy conjugate during entry to industry.