网络市场测试中的期权应用

网络产品试销是为了解决市场与产品不确定性问题,由于实物期权法在处理不确定性问题上的优势,在试销决策问题上引入实物期权方法很有必要。通过计算分析,实物期权法能比较合理地反映高风险网络市场中选择权的价值,反映管理者灵活地调整营销策略而给项目带来的增值。     

基于消费者行为的网络营销策略分析

电子商务市场与传统实体市场有很大的不同,导致消费者的行为发生了很大的变化。这种变化使网络零售商不得不重新寻找适合网络销售的营销策略和营销工具。不同的网络营销策略的制订和网络营销工具的取舍决策,都应基于对网络消费者行为的认识和分析研究。本文分析了网上消费者的心理和行为特征,并提出相应的网络营销策略,对进一步开展现代企业电子商务营销具有重要意义。     

基于主成分信息扩散法的企业市场营销风险预警分类器设计方法

本文提出了营销风险预警指标体系设计方法,给出了应用主成分分析法将原始风险预警指标体系浓缩为主成分指标体系的算法,设计了基于信息扩散理论的警度信号识别分类器。该分类器将主成分指标信息扩散到风险所有可能发生点上,其输入是浓缩后的主成分指标数据、而输出是期望的警度信号向量。基于该分类器,提出其虚警和误警概率的计算方法。由于主成分分析法的强浓缩性,因此本分类器具有处理高维预警指标体系的能力。     

浅议企业市场营销的创新

企业面临的市场经济环境务件决定了企业必须创新才能生存发展,而我国企业在市场营销创新方面还存在诸多的问题。随着科学技术的发展以及经济全球化,特别是信息技术和国际互联网的发展和应用,顾客需求和购买方式越来越复杂多样化,为企业市场营销创新提供了极其丰富的途径选择。     

服饰流行的社会心理因素

讨论了服饰流行的成因、结构、过程和变迁中的社会心理因素 ;我们认为 ,服饰流行是一个不可忽视社会生活现象 ,受社会心理的驱使 ,是社会心理所反映出来的一种文化现象 ,从社会心理的角度去分析、去理解、去认识是客观的 ,有价值的     

An investigation of mating and population maintenance strategies in hybrid genetic heuristics for product line designs

This research builds on prior work on developing near optimal solutions to the product line design problems within the conjoint analysis framework. In this research, we investigate and compare different genetic algorithm operators; in particular, we examine systematically the impact of employing alternative population maintenance strategies and mutation techniques within our problem context. Two alternative population maintenance methods, that we term “Emigration” and “Malthusian” strategies, are deployed to govern how individual product lines in one generation are carried over to the next generation. We also allow for two different types of reproduction methods termed “Equal Opportunity” in which the parents to be paired for mating are selected with equal opportunity and a second based on always choosing the best string in the current generation as one of the parents which is referred to as the “Queen bee”, while the other parent is randomly selected from the set of parent strings. We also look at the impact of integrating the artificial intelligence approach with a traditional optimization approach by seeding the GA with solutions obtained from a Dynamic Programming heuristic proposed by others. A detailed statistical analysis is also carried out to determine the impact of various problem and technique aspects on multiple measures of performance through means of a Monte Carlo simulation study. Our results indicate that such proposed procedures are able to provide multiple “good” solutions. This provides more flexibility for the decision makers as they now have the opportunity to select from a number of very good product lines. The results obtained using our approaches are encouraging, with statistically significant improvements averaging 5% or more, when compared to the traditional benchmark of the heuristic dynamic programming technique.     

运用层次分析法测评营销人员的素质

层次分析法在进行综合评价方面所显示出来的系统性、简洁性、灵活性,使它在各个领域内都有广泛的应用。文章在分析传统方法不足的基础上,运用层次分析法在如何对选拔营销人才进行科学决策问题上作了初步的探索,并建立了相关的模型。     

Predicting Organizational Success within a Project-Based Joint Venture Alliance

Project-based joint ventures (a special type of alliance) are an often-used method to form competitive organizational structures in the global market; they allow participants to quickly assemble project-needed assets on a short-term basis without substantial investment. However, published discussions of joint ventures describe mixed success and focus on factors that affect the ventures after they are formed. This paper exposes factors, which may be observed at joint venture inception, that are predictive of organizational success within the joint venture. The survey research of U.S. architecture/engineering/construction (A/E/C) firms indicates that smaller partners in a joint venture experience more market growth and are more successful. Also, a firm with strength in legitimacy (client trust) is more likely to gain in short-term income but will likely suffer some long-term market loss in comparison to its less-legitimized partners. It is further concluded that culture match among partners plays a significant role in ensuring profitable joint venture returns.     

Adolescents’ food packaging perceptions. Does gender matter when weight control and health motivations are considered?

This paper investigates, first, to what extent adolescents highly involved in food are more worried about weight control and health than less involved adolescents. Second, it studies the impact of both food choice motivations on food packaging relevance, considering both, visual and informative packaging cues. Finally, these relationships are re-tested in two different frameworks: men and to this end, 589 adolescent consumers between 14 and 17 years were questioned. The interviews were done personally by an external company at the door of 30 different schools. Our results have confirmed the relevance of packaging informative cues over visual cues for adolescents highly worried about weight control and health. Women are significantly more involved in food than men, being also more worried about weight control and health than them. Even more, women pay significantly more attention than men on informative cues when they choose a food to control weight.     

食糖市场营销战略分析

2005/06年制糖期全国食糖产量881.5万t,消费量估计达到1070万t,主产区白糖平均售价达到4500元/t,制糖企业取得很好效益.新形势下制糖行业将发生转变,一是食糖流通企业经过整合力量不断壮大,二是市场化、国际化程度逐步提高,三是食糖价格将总体走高,四是甜菜糖和淀粉糖将加速发展.在新形势下制糖企业必须努力提高市场竞争力,制定市场营销战略,重视销售网络渠道建设,不断扩大市场份额.