基于现代信息技术的营销组合决策研究

On Marketing Mix Decision Based on Modern Information Technology

本文以现代信息技术为主要手段,以营销组合模型的构建和应用为研究对象,通过在非价格营销因素的市场反应模型的基础上引入非价格因素的递延效应,对价格与非价格营销因素组合原理和方法进行研究;通过论述价格与非价格营销因素之间的相互影响及其组合效应,构建了价格与非价格营销因素的组合决策模型;基于已构建的市场反应模型和营销组合模型,研发了具有高度人机交互性和可操作性的营销决策支持系统,并以模拟数据验证了模型的有效性。

This paper studied combination principle and method of price and non-price marketing factors by taking modern information technology as primary means,taking the construction and application of marketing mix model as research object,and introducing deferred effect of non-price factors on the basis of market response models of non price marketing factors.Through the discussion of price and non-price marketing factors between the interaction and combination effect,this paper constructed a combined decision-making model of price and non-price marketing factors.Based on the established market response models and marketing mix model,this paper developed a marketing decision support system with high interactivity and operability,and verified the validity of the model by analog data.