企业营销超网络模型

Study on Super-network Model of Enterprise Marketing

为了探究企业营销网络中不同营销渠道、同一营销渠道的不同层网员和同层网员之间的竞合关系,基于超网络理论,建立企业营销超网络模型.分析企业营销网络中各层网员的行为及最优目标,并将其最优目标转化为相应的变分不等式,得到企业营销超网络模型的共赢平衡状态和求解算法.最后通过算例验证了模型和算法的有效性.

The authors has established the super-network model of enterprise marketing network based on the super-network theory, in order to study competing relationship of different and same marketing channels members in enterprise marketing. The article has analysised of Enterprise marketing network layers of members behavior and optimal objective, then the optimal goal converted to the corresponding variational inequality, to get super-network model of corporate marketing and win-win equilibrium and algorithm. Finally, the paper has through an example to verify the validity of the model and algorithm.