基于系统动力环境的营销渠道能力模型构建

Construction of Marketing Channel on System Dynamics Environment

系统动力学是一种以反馈理论为基础的计算机仿真方法,其特点是强调结构研究,处理行为随时间的变化。市场营销的各项决策都是在信息反馈系统的总体范围内作出的。渠道管理作为一项重要的营销管理活动是市场营销管理系统的一个子系统。

Environment affects decision, which affects behavior, which in turn affects the environment and future decision. So there exists information feedback system, which relies on system dynamics to offer an accurate description. System dynamics is a kind of computer simulation based on feedback theory, which focuses on structure research and deals with behaviors with different method at different times. All the decisions concerning marketing are made within the information feedback system. Channel management, one of the major marketing management activities is one of the subsystems of the whole marketing management system. Therefore, it is necessary to use system dynamics to study channel management.