Joint pricing and advertising strategy with reference price effect

Consumers are susceptible to reference price effects when they make purchase decisions for a certain product. Meanwhile, the sales price and advertisement are the determinable factors that have impact on consumers’ reference price which are also fundamental marketing strategies. Therefore, how to determine an appropriate sales price and advertising effort level to maximise firms’ profits is an essential task. A joint pricing and advertising problem for a monopolistic firm with consideration of reference price effect is investigated, where consumer demand rate is price-sensitivity and depends on the gap between the sales price and the reference price in consumers’ mind. An optimisation model is established to maximise the firm’s total profit by making a joint pricing and advertising strategy. The static and dynamic joint strategies are obtained by applying Pontryagin’s maximum principle. Results show that the dynamic strategies dominate the static ones. Furthermore, the dynamic pricing and dynamic advertising strategies are strategic complements. Additionally, the length of the sales period plays a key role in determining the superiority of the two dynamic strategies. Specifically, a relatively short sales period highlights the value of the dynamic advertising while a long sales period strengthens the function of the dynamic pricing.     

Simulation of a non-Gaussian stochastic process based on a combined distribution of the UHPM and the GBD

To simulate non-Gaussian stochastic processes based on the first four moments, various simulation methods are presented, in which the determination of the transformation model and the calculation of the correlation coefficients between non-Gaussian stochastic processes and Gaussian stochastic processes are the critical procedures in these simulation methods. However, some existing simulation methods are limited to specific ranges. Furthermore, their practical applications are affected negatively due to the expensive cost of determining the transformation model and the correlation coefficients between non-Gaussian and Gaussian stochastic processes. Therefore, an accurate and efficient simulation method of a non-Gaussian stochastic process with a broader range is proposed in this article. Since the simulation of non-Gaussian processes and the Nataf transformation of non-Gaussian variables have some similar characteristics, a new combined distribution is proposed based on the unified Hermite polynomial model (UHPM) and the generalized beta distribution (GBD). Then, the combined distribution is employed in the simulation of non-Gaussian stochastic processes, in which the transformation model is deduced by the combined distribution. The correlation coefficient transformation function (CCTF) between the Gaussian and non-Gaussian stochastic processes can be evaluated through the interpolation method. Furthermore, numerical examples are presented to show the accuracy and effectiveness of the proposed simulation method for non-Gaussian stochastic processes.     

山东民间虎纹样文化研究

虎纹样文化是中华民族文化的重要组成部分,是民间审美的重要对象之一。山东民间虎纹样是山东地域内一种独特的文化现象,体现了当地的民风民俗、生存状态,有一定的文化价值、艺术价值、科技价值以及经济价值。本文从虎纹样的文化内涵、体现载体及艺术风格等方面对山东民间虎纹样文化进行了具体的阐述。这不但是对虎文化资料的丰富,同时唤起人们对虎纹样文化遗产的珍视,进而弘扬、保护。     

精致生活与室内设计——从古代民居谈现代室内设计

室内设计是涉及到众多学科的一项复杂的艺术创造过程,它的目的很明确,即在各种条件的限制内协调人与之相适应的空间的合理性,以使其设计结果能够影响和改变人的生活状态。随着人们生活水平的提高,人们对物质和精神生活的需要也越来越高,近年来室内设计也成为一个热门的学科。本文以提出问题解决问题的方法比较了古代和现代的室内设计,探讨了室内设计师与室内设计的关系以及怎样的室内设计是好的设计,三方面内容。     

徽商文化在建筑与装饰设计中的体现

本文介绍了徽商形成的原因,分析了徽商文化的基本特征,重点论述在徽商私宅建筑与装饰的几种典型设计形式中体现出徽商文化影响的痕迹,并指出徽商中"贾而好儒"的思想是形成徽州建筑与装饰设计中典型形式出现的深层次原因。     

针织童装造型语言的形式和内容初探

针织童装造型语言和其他语言形式一样是语音和语义有机结合的系统,也就是形式和内容的统一。文章从语言学的角度来解读这个特殊的设计艺术语言的内容和形式,可以发现它有着语言的一般属性,同时也有针织童装造型特有的语言特征,它有着借鉴语言的理论基础,但也存在着自身形式的限制。也许从语言的角度阅读、诠释针织童装造型的理念,是更本色、更切入本质的对造型语言的传承和对人文本身的关怀。     

瞬间永恒——天津国庆彩车展演服装设计中的思考

人物展演服装设计,是天津国庆彩车整体设计系统中的重要组成部分。文章从主题设计、意象表现与造型特点等角度分析了天津国庆彩车中展演服装设计的特质与创意点,指出展演服装设计的关键在于准确定位,并以服装设计独特的艺术语言表述其它设计元素所不能表达的语意内涵。     

浅谈畲族服饰纹样的寓意与表达

论文从传承传统服饰文化的角度,通过了解畲族服饰纹样的寓意及视觉表述方式,分析其寓意及表达手法,使服饰纹样的寓意及表达方式在畲族传统审美文化探讨中有一个较为理性的地位;同时阐明畲族服饰纹样构成及寓意手法的分析与学习是传承中华民族文化的一个有意义部分。     

网络工程专业“双主线”教学体系构建

以天津工程师范学院网络工程专业为例,就专业人才培养方案的专业定位、理论及实践教学体系构建进行探讨,提出就业方向决定人才培养目标的自底向上的教学体系。同时,针对网络工程专业的发展,在教学体系中确定软硬两条主线以保证学生在专业知识上由浅入深的学习。     

传统图形艺术与当代标志设计

我国传统图形艺术源远流长,文章讨论了传统图形符号与企业的标志之间的共性以及在具体设计中传统图形艺术对企业标志设计的启示和创意。