市场营销系统动态仿真研究

市场营销系统动态仿真研究 RESEARCH ON DYNAMIC SIMULATION OF MARKETING SYSTEM 甘碧群 Gan Biqun 1 2 first-author 黄沛 Li Xiangyin 1 2 李相银 Huang Pei 1 2 武汉大学管理学院 武汉大学管理学院 College of Business Administration,Wuhan University College of Business Administration,Wuhan University 华中农业大学农经管理学院,武汉,430072 华中农业大学农经管理学院,武汉,430072 应用系统动力学方法建立了市场营销系统结构模型,在此基础上,就市场营销策略对企业发展的影响进行了动态仿真研究,提出了S型策略,反S型策略,U型策略,反U型策略,并论述了四种营销策略手段的特征及其意义,提出了采用那一种策略手段对企业更为有利。 On the basis of combining marketing features and research objectives, a structural model of marketing system is established by means of structural dynamics . The author conducts a dynamic simulated study of the effects of the marketing strategies on en-terprises, coming up with the features and significance of four marketing strategies :S-type, inverse S-type, U-type, inverse U-type,taking into overall consideration four features and four princing strategies,the author concludes that the optimum strategy for the enterprises is the inverse S-type innovation,promotion and distribution with U-type innocation,promotion and distribution being second to be best, S-type and inverse U-type innocation,promotion and distribution being the least desirable, while the pricing strategies of S-type and U-type are worthy of accommendation. 营销系统 动态模型 仿真 marketing system dynamic model simulation F274 国家自然科学基金资助的课题 1994-06-01 2021-04-01 6