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

摘要： 技术创新研发旨在提升产品质量，而广告投资则向消费者传递产品质量信号，两者分别属于企业的内外行为且存在密切关联。协调这两类行为的关系，是当前业界亟待解决的实践问题。以创新-营销双密集型的高科技产品为研究对象，基于技术创新模式（突破式/渐进式）与广告投资策略（不投资/投资）双维度视角，兼顾效用最大化和利润最大化，构建并求解了4种不同情形下的两阶段博弈模型，揭示了内部研发（技术创新模式）与外部营销（广告投资策略）之间的交互机制及其最优边界条件。在此基础上，全面探讨了创新研发情景下的宏观社会福利与微观停止营业等问题，系统加深了对福利经济学和厂商行为理论的理解。研究表明：两种技术创新模式与广告投资均可能形成条件互补关系，这一关系是影响企业联合决策行为的先决条件；特别地，当创新产品的单位生产成本呈现显著优势时，突破式创新与广告投资具有相辅相成的协同效应。宏观社会福利不仅取决于产品相对创新程度、消费者策略程度和单位生产成本，还受创新-营销决策组合的影响。在一定条件下，第一销售期内的销售收入可能无法完全补偿包括生产成本、固定成本及广告投资成本（若存在）在内的同期总成本。此时，为进一步缩小亏损，盲目停止营业并非理性选择，继续生产反而可能成为企业的最优决策。研发成本对最优创新决策的影响，主要体现在相对研发效率及广告投资策略的联合效应上。

关键词: 创新模式, 广告, 条件互补, 福利分析, 厂商理论