Evaluation of traditional Chinese medicines after the market has achieved fruitful results after years of development.The real-world research concept has been first proposed by Chief Researcher Xie Yanming in 2010 and...Evaluation of traditional Chinese medicines after the market has achieved fruitful results after years of development.The real-world research concept has been first proposed by Chief Researcher Xie Yanming in 2010 and to 2020 with the approval of the National Medical Products Administration to use real-world evidence to support drug development and review in 2020.Real-world data application and transformation continue to cause heated discussions in the industry.Real-world research concepts have been added new motivation into the evaluation of Chinese medicines after they are marketed.The development of the Chinese patent medicine industry is facing unprecedented opportunities and challenges.展开更多
Facing the challenge of attracting consumers and winning market share under the pro-liferation of TV stations and channels,the traditional TV stations often make some mar-keting strategies.However,how to evaluate the ...Facing the challenge of attracting consumers and winning market share under the pro-liferation of TV stations and channels,the traditional TV stations often make some mar-keting strategies.However,how to evaluate the effectiveness of different strategies and select the best one is a key issue.This study proposes to resolve this problem.We develop an innovative structural model to simulate the dynamic choices consumers make under two interactive behaviors:learning and forgetting.Learning behavior refers to updating programme quality assessment by using experience,while forgetting behavior prevents the use of previous experience.The Bayesian rules are employed to model learning behavior,and they are extended by incorporating an exponential decay function to mea-sure the effect of forgetting behavior.The structural model is tested and validated by using Hong Kong television viewing data.The empirical results show that when modeling consumer choice decisions,considering learning and forgetting behavior significantly improves the performance of the model in regard to rating prediction and marketing strategy evaluation.Five cases are simulated to show how the model is used to evaluate marketing strategies.Managerial implications are then discussed to guide the decision-making of traditional TV broadcasters and advertisers.展开更多
文摘Evaluation of traditional Chinese medicines after the market has achieved fruitful results after years of development.The real-world research concept has been first proposed by Chief Researcher Xie Yanming in 2010 and to 2020 with the approval of the National Medical Products Administration to use real-world evidence to support drug development and review in 2020.Real-world data application and transformation continue to cause heated discussions in the industry.Real-world research concepts have been added new motivation into the evaluation of Chinese medicines after they are marketed.The development of the Chinese patent medicine industry is facing unprecedented opportunities and challenges.
基金This research was financial supported by NSFC(No.71602089)Research Grants Council of the Hong Kong Special Administrative Region,China(No.11507817)+1 种基金Natural Science Foundation of Jiangsu Province,China(No.BK20160785)the Fundamental Research Funds for the Central Universities(NR2019015).
文摘Facing the challenge of attracting consumers and winning market share under the pro-liferation of TV stations and channels,the traditional TV stations often make some mar-keting strategies.However,how to evaluate the effectiveness of different strategies and select the best one is a key issue.This study proposes to resolve this problem.We develop an innovative structural model to simulate the dynamic choices consumers make under two interactive behaviors:learning and forgetting.Learning behavior refers to updating programme quality assessment by using experience,while forgetting behavior prevents the use of previous experience.The Bayesian rules are employed to model learning behavior,and they are extended by incorporating an exponential decay function to mea-sure the effect of forgetting behavior.The structural model is tested and validated by using Hong Kong television viewing data.The empirical results show that when modeling consumer choice decisions,considering learning and forgetting behavior significantly improves the performance of the model in regard to rating prediction and marketing strategy evaluation.Five cases are simulated to show how the model is used to evaluate marketing strategies.Managerial implications are then discussed to guide the decision-making of traditional TV broadcasters and advertisers.
