关键词: 创新模式, 广告, 条件互补, 福利分析, 厂商理论

Abstract: Technological innovation aims to improve product quality, while advertising investment serves as a signal to convey the product quality to consumers. These two elements represent internal and external corporate actions, respectively, and are closely interrelated. Coordinating their intrinsic relationship has become a pressing practical issue in recent years. Focusing on high-tech products characterized by both innovation and marketing intensity, this paper examines the dual dimensions of technological innovation modes (radical/incremental) and advertising investment strategy (no investment/investment). By considering both utility maximization and profit maximization, it constructs four two-stage game models under different scenarios and solved to reveal the interaction mechanism and optimal boundary conditions between internal research and development (R&D) (innovation mode) and external marketing (advertising strategy). Based on this, it further explores macro-level social welfare and micro-level shutdown of enterprises in the context of R&D innovation, thereby deepening the understanding of welfare economics and firm behavior theory. The results show that the two types of innovation modes and advertising investment can exhibit conditional complementarity, which serves as a prerequisite for joint decision-making by firms. In particular, when the unit production cost of innovative products shows a significant advantage, radical innovation and advertising investment exhibit synergistic effects. Macro-level social welfare is influenced not only by the relative degree of innovation, the strategic behavior of consumers, and unit production costs, but also by the chosen innovation-marketing decision combination. Under certain conditions, sales revenue in the first period may not fully cover the total costs incurred during the same period, including production costs, fixed costs, and advertising expenses (if any). In such cases, blindly ceasing operations may be an irrational decision; continuing production may instead represent the optimal course of action. The impact of R&D costs on optimal innovation decisions is primarily reflected in the combined effect of relative R&D efficiency and advertising investment strategy.

Key words: innovation mode, advertisement, conditional complementary, welfare analysis, firm theory