China's Household Electrical Appliance Enterprises Advertising Decision Support System Applied Research,

With the development of Chinese market economy, the competition among companies becomes more and more serious , and marketing becomes one of the vital points for one company's existing and growing. And one of the focuses of marketing management is to decide the amount level of ad-rate and the corresponding medias-mix. The decision of ad-rate's amount level needs abundant data, e. g. marketing data and consumer data. So we must be able to choose, assemble and deal with the date and draw some conclusions that will help the manager to decide on the amount level of ad-rate and other things, which leads to this thesis "the decision support system (DSS) of Chinese home appliance companies' ad-rate amount level".In this thesis we take the Chinese home appliance companies as an example to do research on the optimal ad-rate amount level and medias-mix, considering the whole profit or the highest market share. The main works are as follows:1 analyze the current situation and trend of Chinese ad-rate and its DSS and show that enterprises need DSS and the research on industry based DSS is very poor.2 Analyze the effect of ad-rate and the media evaluation index system, and give out an elementary index system.3 Introduce and compare, in brief, different kinds of DSS and put forward a kind of DSS suitable for Chinese home appliance companies' ad-rate amount level.4 Found the data base and model base of the DSS of Chinese home appliance companies' ad-rate amount level, and bring forward "market share model", "whole profit model " and "medias combo model".5 Found the DSS of Chinese home appliance companies' ad-rate amount level and do some empirical analysis.