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Research and Development of Marketing Mix Decision Support System

Author: ZhangZuoDan
Tutor: SongFuGen
School: Donghua University
Course: Management Science and Engineering
Keywords: Price and non-price Marketing mix Policy decision Support System
CLC: F274
Type: Master's thesis
Year: 2008
Downloads: 75
Quote: 0
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Abstract

Increasingly apparent as economic globalization, information technology is improving daily, increasing emphasis on customer value, competition among enterprises is becoming more intense, the most important part of the marketing decision-making as a business decision-making, will be faced with new opportunities and challenges. Thus, how to make full use of modern management to optimize the decision-making principle, to strengthen modern enterprise marketing decisions philosophy, improve the market situation analysis, integrated marketing mix optimization decision theory, optimization of the decision-making and its combinatorial optimization decision model to build a single marketing factors, particularly in the context of modern information technology marketing mix to create model-based decision support system, to enhance their ability to grasp market opportunities, scientific decision-making level, competitiveness and economic efficiency has important practical significance. This article to improve the level of scientific decision-making, competitiveness and economic efficiency as the main objective, marketing mix optimization decision-making principle is the main content of the marketing mix model building and model applications for the study, as the main means of modern information technology, model-based integrated marketing mix decisions and principles of composition and decision support system to create in-depth research. Firstly, the evolution of the theory from the marketing mix, the comparison of different marketing mix concept and research status of various marketing mix approach to explain the importance and relevance of the research in this article; Second, a single marketing promotion means the use of model-based, respectively, to build the marketing of price and non-price factors, the market response model, price optimization decision-making model and marketing of non-price factors derived maximize revenue and sales to maximize profits invested to maximize the marginal effect and its effective input the scope of the decision-making model; Then, based on the characteristics of price and non-price competition in the market, the competitive conditions of price and non-price marketing factors gravity model were established, using game theory to construct the corresponding countermeasures matrix and its linear programming model; Furthermore, this basis, combined with deferred effect of the marketing of non-price factors to explore, and conducted in-depth studies on the combination of price and non-price marketing factors principles and methods, and discusses the factors of price and non-price marketing mix decisions effect their mutual impact; Finally, theory, method and model study based on marketing factors and the marketing mix, the application of modern information technology, analysis of the overall portfolio of corporate marketing decision support system development, design and implementation, and supplemented by simulation data to verify the marketing mix the effectiveness of the decision-making principles, methods and models. The main contribution of this paper is oriented to the changes in market demand and market competition rules, market response model constructed marketing factors, derived factors of price and non-price marketing to optimize the decision-making model, the introduction of the gravity model of marketing factors, the corresponding countermeasures matrix is ??constructed, depth study of the principles and methods of marketing a combination of factors, discusses the decision-making effect of marketing combination of factors and their mutual impact, and completed the development of decision support systems of the marketing mix.

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