Research On The Enterprise Advertising Media Mix Optimization And Evaluation

On the basis of analyzing the situation of the enterprise advertisementmedia mix application in our country, the thesis probes the applicationconcretely on the enterprise advertising media mix optimization andevaluation. On the basis of reading materials extensively and combining theinvestigation and the understanding of individual, this thesis analyzes theexternal and internal influencing factors of the enterprise advertisementmedia mix thoroughly. And constructs the work flow, the mathematicalprogramming model and fuzzy comprehensive evaluation method on thisfoundation.This thesis divides into seven parts: the first part elaborates thebackground and significance of the research. The second part analyzes theexternal influencing factors of the advertising media mix from the practicaloperation angle. This is the external environment to optimize the media mix.The third part introduces the major advertising media classes, analyzes theadvantages and disadvantages of the media classes. Analyzes and contraststhe quantity and the nature aspect of the media carriers, provided the basisfor the quantification and the choice of the media carriers. The fourth partelaborates the principles and strategies of the enterprise advertising mediamix. And constructs the work flow to optimize the media mix. The fifth partconstructs the mathematical programming model that optimizing the mediamix and gives the explanation. At the same time, using case analysis andoperations research knowledge to confirm the feasibility of the model. Thesixth part introduces the common used methods to evaluate the mediaadvertising dissemination effect. Further produces the entropy fuzzycomprehensive evaluation method of the media mix optimization qualityevaluation. The seventh part, Conclusion, Summarizes the full text andpoints out the fresh idea and the limitation of the thesis. And also putsforward the proposal for the depth research on optimizing the enterpriseadvertising media mix.