广告在市场竞争中扮演越来越重要的角色,已成为许多企业发展战略的重要组成部分。论文建立广告—信息扩散模型、广告—商誉模型和广告—消费者模型,试图系统分析广告的效应。以市场份额为状态变量、广告费用为控制变量,建立了企业利润最大化模型,并运用最优控制理论求解与分析广告的投入策略。 Advertising plays an increasingly important role in market competition and has become an important part of many business development strategies. The paper builds the advertising-information diffusion model, advertising-goodwill model and advertising-consumer model, trying to systematically analyze the effect of advertising. Taking the market share as the state variable and the advertising cost as the control variables, the profit maximization model of the enterprise is established, and the optimal control theory is used to solve and analyze the advertising investment strategy.