摘要
在谈判分析过程中经常需要利用效用函数对报盘和还盘进行评价 ,因此效用函数直接影响到谈判解的精确性。当谈判方案涉及的议题和议题选项较多时 ,谈判者往往很难在众多的方案之间作出明确判断 ,并且需要对谈判对方提出的难以预见的方案进行迅速评价并作出反应。本文引入联合分析与正交设计相结合的方法 ,利用联合分析将方案的所有议题及其选项通盘考虑 ,利用正交设计将这些议题与选项进行组合 ,生成一系列数量较少的虚拟方案 。
The conduct of negotiation analysis involves support for offer and counter offer evaluation by means of ratings based on the utility function which directly influences the final solution of the negotiation. In most cases, the number of package is a very large number and we need some way of selectively presenting just a few packages for the user to rate, yet obtain reliable utility values. This paper introduces conjoint analysis combined with orthogonal design to construct a utility function. Using conjoint analysis, the total utility of a package is decomposed into constituent option utilities. The orthogonal design is one of the most compact and effective designs that minimizes the number of packages to be evaluated by users, while still giving a good picture of the users preferences.
出处
《天津商学院学报》
2003年第4期34-37,共4页
Journal of Tianjin University of Commerce
关键词
效用函数
联合分析法
正交设计
商业谈判
negotiation
utility function
conjoint analysis
orthogonal design
