Game Theory Analysis Of Advertising Investment Of China's Enterprise

Recently, the competition in Chinese enterprises becomes more and more acute, and the competition concerns mainly competition in product, staff and technology, enterprise management and enterprise image etc. The competition of enterprise image is more important out of all above. In order to set up a good enterprise image, an enterprise should communicate its operation mind, operation philosophy to environment through the amount and effectiveness of its advertising investment, and try to improve its recognition, reputation and brand value.Aiming on the mistaken activities of some domestic enterprises which increase their advertising investment blindly, the single and two parts game analysis of enterprise advertising investment are probed applying the advanced and the newest research achievements of the research of enterprise's advertising investment on the basis of the idea, theory and analysis method of game theory.In two parts game analysis of enterprise's advertising investment, the static game model and development game model in full information are established, and the static game model and development game model in partial information are established also, that will explore the enterprise's advertising investment strategy in the competition state from a new view of sight.In one part game analysis, the key issue to improve ROI of advertising is how to select proper medias and media mix according to the existing information and allocate advertising expenses based on time, place, and brand are demonstrated.The precondition of applying the result of game analysis of enterpriseadvertising investment is analyzed, and the related social system, regulation system and integrity system are discussed.