按照经济学的假设 ,在完全竞争市场上 ,产品是同质的 ,交易信息也极为畅通 ,企业只需按市场价格经营即可 ,无需做任何广告。但现实中大量存在的是垄断竞争市场和寡头垄断市场 ,在这些市场结构条件下 ,即便是同类产品也存在一定的差异性。企业为了凸现自己产品的“与众不同”,增 According to the hypothesis of economics, in a perfectly competitive market, the products are homogeneous and the transaction information is extremely smooth. The enterprises only need to operate at the market price without any advertisements. However, in reality, there is a large number of monopolistic competition market and oligopoly market, under the conditions of these market structure, even if there is a certain difference between similar products. Enterprises in order to highlight their products “different”, increase