| Summary: | 碩士 === 佛光大學 === 經濟學系 === 99 === In the past more than a product of Taiwan foundry industry for major projects, advertising nature are not taken seriously. But look around the current international environment, the importance of advertising to the manufacturers should not be taken lightly. Observe the current situation in the Taiwan manufacturing industry, industrial westward, with the per capita income increase, followed by manufacturers increased production costs, thus gradually lost the cost advantage, and manufacturing technology into maturity. The cost of narrowing the gap between manufacturers, but also price competition is limited space。In addition to price competition, the non-price competition is common in competitive advertising tool to create product differentiation is one of the ways. Influence of advertising established by the profit for the manufacturer is helpful, the main points of concern is the vendor, if the ads help to establish differences, it can also be seen as a barrier to entry, affect the market structure. Therefore, how to select the optimal product price and advertising strategies to be put, and how companies in commodity prices and the balance between advertising costs, it will be a difficult test of the managers of learning how to select the optimal product strategy, and consider how input costs and commodity advertising profits between income and create wealth. Advertising is considered an important tool to help commodity sales, it has spread fast and wide range of characteristics of force is the best tool for manufacturers to sell new products. In general, manufacturers launch products, you can enhance the value of the goods through advertising, and advertising costs are often passed onto consumers, the most obvious is the increase in commodity prices on. Therefore, how to select the optimal product price and advertising strategies to be put, and discuss the different products, the manufacturers put into their own optimum amount of advertising costs and prices, so that manufacturers the goal of profit maximization, the decision set out the best oriented research topics.
We found that the cost of advertising and product manufacturers the alternative, the spillover effects of advertising, market size is positively correlated. When the alternative goods the higher the market flooded with similar commodities, manufacturers have to pay the cost of advertising relative increase, resulting in a corresponding increase in the advertising spillover effect, the greater the size of the market, the higher the cost of advertising. Advertising costs and unit variable cost of goods and a negative correlation, we can know when the unit variable cost of goods lower, manufacturers will have more budget to advertising, the ads will have a greater spillover effect.
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