Optimization Analysis of Advertising Information Resource Allocation in View of the Dynamic Game Model

Abstract

Advertising has become the most important part of emerging advertising media with rich content, vivid form, huge browsing volume, and exponential growth in market share. It brings huge profits to operators and advertisers participating in bidding every year. Formulate reasonable allocation rules and payment rules for advertising resources in advertising space sales. The advertising configuration platform mainly has three functions: the entry function of home page advertising, serving the company’s operation department and storing the advertising information entered by operation, with a large amount of data, involving more than a dozen tables. The advertisement output function outputs the advertisement of the storage layer through the interface in JSON data format. This part of the function serves the downstream systems, such as mobile phone clients and PC. Starting from the requirements’ analysis, this study introduces the platform design and the analysis method logic, shows the implementation of the platform, and then analyzes and describes the test process from the aspects of function and performance. Based on the review and summary of the formation and characteristics of the competitive structure of China’s advertising market and the research results of foreign advertising classification, this study makes a qualitative and quantitative study on the competitive strategy of China’s advertising game by using the principles of service marketing and advertising, the classical model of oligarch competitive structure, game theory, differential game, and dynamic optimization. In terms of qualitative research, this study discusses the impact of advertising on China’s market competition pattern and the advertising game strategy through the comparative study of advertising and the analysis of market characteristics. The study found that due to the high barriers to entry of the advertising market and the intangibility of products, the strategy of putting category advertising and information advertising should be adopted. In quantitative research, based on the Sethi model, this study discusses the advertising game strategy model of the Oligarchic competition structure. The important conclusions include the profitability of enterprises from the market share is the most important factor to determine the market share and advertising expenditure. The impact of advertising on market share is obvious. The role of advertising expenditure has a time lag. Drastic changes in the scale of advertising expenditure will cause long‐term fluctuations in the market structure. The research method has a certain universality, so the research results can also be used for reference for the advertising strategy of other industries with oligopoly competition structures.