企业产品市场营销计算机辅助决策初探

Preliminary Probe into Computer Aided Decision-making Marketing

本文旨在根据经营实践背景，建立模拟模型，利用计算机快速运算的特点和ＭｏｎｔｅＣａｒｌｏ模型理论为我国企业产品营销决策科学化提供一种有效工具。所建的模拟模型引入相对力量指数来反映ｔ期企业ｋ因素相对于竞争者ｋ因素竞争力量的对比关系．并以此指数为变量来反映企业在市场上的竟争地位和市倡导有率的大小，把ｋ个竞争策略因素综合到一个数学表达式中来反映企业在竞争环境下的销售量，再给出模型的计算机模拟流程。

In the buyer's market,a company usually faces sharp brand competiton. The marketers must take a proper marketing mix strategy to make their company get profit and grow up. This paper developed a simulation model for marketing mix decision-making,based on the business practice.the characteristics of computer and the principle of Monte Carlo,in order to improve tile company's marketing tacties.The index d,which reflects the kth relative effect of competition during the period t,is used as a variable tO identify the competitive status and market share of the company. A math expression for the company's sales quantity, considered the k competitive factors,is presented. Finally. the paper gives out the simulation flow chart.