Optimization of the Decision-Making System for Advertising Strategies of Small Enterprises—Focusing on Company A

Abstract

In the post-COVID-19 era, the founding rates of micro enterprises and startups will increase due to the low youth employment rates and increased retirement of baby boomers. Therefore, the portion of small enterprises among all enterprises is expected to grow. The rapid change in consumption patterns due to the COVID-19 pandemic has accelerated the entry of small enterprises into the online advertising market. However, advertising costs spent in running the businesses are taking up a large portion of their sales budgets due to intense competition and various advertising platforms. This study examines the decision-making system to optimize advertising expenditures considering the difference in advertising costs depending on various media types and keywords based on limited advertising budgets for stable management of small enterprises. To this end, this study modeled the advertising system of small enterprise A (Company A) with system dynamics and used the Java-based simulation software AnyLogic. Through simulation modeling, we conducted optimization analysis of two scenarios, maximum buyers and minimum advertising costs, in the post-COVID-19 era. Based on the results, this study forecast the conditions for optimization of decision-making in each advertising platform.