【作者】 张晶；

【导师】 宋福根；

【作者基本信息】 东华大学 ， 管理科学与工程， 2013， 博士

【摘要】 随着我国改革开放的深入和市场经济的发展,企业间的竞争日趋激烈。营销决策作为企业经营的首要环节,面临着新的机遇和挑战。新形势下的市场竞争对企业的营销构成很大的压力,也促使企业不断地追求自身产品的差异化。本文研究了竞争环境下企业的营销决策问题。具体而言,本文的研究主要突出了以下几个方面的内容：(1)营销组合决策基本理论的论述。对营销组合主流理念进行了深入的分析和比较；对价格因素、质量因素和广告因素的决策原理与方法分别进行了阐述；对博弈论的基本概念和理论作了简要介绍。(2)价格优化决策与价格竞争决策研究。本文研究以市场需求为导向,建立了价格的市场反应函数,研究了价格优化决策的原理和方法；对竞争环境进行了量化分析,基于市场引力模型,以博弈论为工具,建立了价格竞争决策模型,并给出了相应的解法;通过数值仿真算例,研究了参数值变化对价格竞争决策结果的影响。(3)质量优化决策与质量竞争决策研究。本文研究基于消费者效用对质量水平进行了量化,建立了质量的经济效益模型,研究了质量优化决策的原理与方法,并考虑了质量因素的动态效应;结合效用份额规则,以博弈论为工具,建立了质量竞争决策模型;通过数值仿真算例,研究了参数值变化对质量竞争决策结果的影响。(4)广告优化决策与广告竞争决策研究。本文研究建立了广告的市场反应函数模型,研究了广告优化决策的原理与方法,并考虑了广告因素的动态效应；以市场引力模型为基础,根据博弈论原理建立了广告竞争决策模型;通过数值仿真算例,对广告竞争决策的结果进行了分析。(5)营销组合优化决策原理与多营销因素组合竞争决策研究。本文研究对价格与非价格因素之间的组合原理和效应进行了深入分析；分别建立了价格与质量、价格与广告、质量与广告的多因素组合竞争决策模型,并给出了相应解法；通过数值仿真算例,求出了营销组合竞争决策的结果,并分析了各营销因素之间的相互作用。(6)营销组合决策支持系统研发。在上述理论与方法研究基础上,结合现代信息技术,对包含本文中营销优化决策模型和营销竞争决策模型的营销组合决策支持系统研发进行了分析、设计和实施,并对其运行原理进行了论述,以使本文研究提出的营销决策方法与模型具有较好的可操作性,提高了本文研究的实用价值和现实意义。本文的主要创新点有以下四点：第一,结合市场需求预测,密切了营销模型构建与市场需求变化之间的联系。以往的营销模型,往往假定市场需求不变,或市场需求静态变化,忽略了与市场需求的联系。本文以市场需求预测系统为依托,以市场需求预测变化为依据,奠定了更加符合实际情况的营销组合决策研究基础。第二,以市场需求为导向,构建了各种营销因素的市场反应模型,并在此基础上,深入研究了竞争环境下的营销决策原理和方法,将营销学中的市场引力模型与博弈论方法相结合,构建了各营销因素的竞争决策模型。第三,在单一营销因素决策原理与模型分析的基础上,研究了多个营销因素之间的交互作用和组合效应,构建了多营销因素的组合竞争决策模型,贯通了价格、质量和广告营销因素之间的内在联系,使之融合为了一个有机的整体,形成了鲜明的特色。第四,开发出了界面友好、便于应用的营销组合决策支持系统,实现了本文中营销优化决策模型和营销竞争决策模型的应用,并验证了其有效性,可供企业营销决策支持使用,从而发挥出营销理论的实际应用价值。更多还原

【Abstract】 In the21s1century, benefited from the development of Internet and free trade, companies from all over the world can compete without the limitation of locations. As a key link of business operations, marketing is also faced with new opportunities and challenges. Market competition under new situations brings great pressures for the marketing decision of companies. Meanwhile, it urges companies to pursuit product differentiation. This paper studies the marketing decision problems under competitive environment. In this regard, this paper is mainly about the following matters:(1) Discussion about the basic theories of marketing mix decision. Analyzes and compares the main trend of marketing mix. Expounds the decision principles and methods of price and non-price marketing factors. Gives a brief introduction of basic concepts and principles of game theory.(2) Price optimization decision and price competitive decision. Market demand-oriented, the paper builds a market response model of price, and studies the principle and method of price optimization decisiqn. Gives a quantitative analysis on the competitive environment, and based on market attraction model, with the tool of game theory, builds price competitive decision model,and gives the solution accordingly. By means of numerical simulation example, studies the features of price competition results.(3) Quality optimization decision and quality competitive decision. Builds an economic benefit model of quality, studies the priciple and method of quality optimization decision, and takes into account the carryover effect of quality investment. Combines utility share rule with game theory, and builds quality competitive decision model. By means of numerical simulation example, studies the features of quality competition results.(4) Advertising optimization decision and advertising competitive decision. Builds the market response model of advertising, studies the principle and method of advertising optimization decision, and takes into account,advertising’s carryover effect. Based on market attraction model, builds an advertising competitive decision model. By means of numerical simulation example, analyzes the advertising competition results. (5) Marketing mix optimization decision and marketing mix competitive decision. Gives a deep analysis on the marketing mix decision pinciples and combined effects of price and non-price factors. Builds multi-factor combined competitive decision models of price-quality, price-advertising, and advertising-quality respectively. By means of numerical simulation example, obtains marketing mixn competitive decision results, and analyzes the mutual effects of marketing factors.(6) Research and development of the marketing mix decision support system. Based on the above-mentioned researches on marketing principles and methods, combined with modern information technology, analyzes, designs and implements the marketing mix decision support system, which includes marketing optimization decision models and marketing competitive decision models. Therefore, the models and solutions in this paper would be well tested in practice, and the system promotes the practical value and significance of this paper.Generally there are four main innovative points in this paper:Firstly, this paper combines marketing decisions with market demand forecasting results, and builds closer relationship between marketing decision models and market demand. Most of previous marketing models presume that the market demand keeps constant, and isolates from the market changes. The marketing models in this paper are on the basis of market forecast simulation, which fully takes into account of the market changes and is more realistic.Secondly, market demand-oriented, this paper models the market responses of marketing factors. Based on that, combines marketing attraction models with game theory, builds the marketing competitive decision models, and gives the corresponding solutions. The marketing decision principles and methods under competitive environment are deeply analyzed.Thirdly, based on single marketing factor’s decision principle and model, analyzes the interaction and combined effect of marketing multi-factors, and builds the marketing mix competitive decision models. Connects and integrates price, quality and advertising marketing factors, and analyzes their interactions, which is a distinguished feature.Finally, implements the marketing mix decision support system. We have developed user-friendly marketing mix decision support system, so as to test the validity of the marketing optimization decision model and marketing competitive decision models in this paper. The system would give strong support for marketing activities in industry, and that’s a good application of the marketing theories.更多还原