| 含分销策略的营销组合效应模拟系统研究 |
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| 引用本文： | 李东,徐士钰.含分销策略的营销组合效应模拟系统研究[J].东南大学学报(自然科学版),1996,26(3):80-85. |
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| 作者姓名： | 李东 徐士钰 |
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| 作者单位： | 东南大学管理学院 |
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| 摘 要： | 讨论了一种新型的营销模拟系统，由于具有集散结构，在组合决策的各个方面应用ＭｏｎｔｅＣａｒｌｏ动态方法成为可能。应用这一系统进行了一个实际的房地产公司营销策略效应分析，同时，还讨论了营销模拟技术的发展问题。
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| 关 键 词： | 营销组合策略 分销策略 模拟系统 营销策略效应 |
Research of a Marketing Mix Effectiveness Simulation System Including Distribution Policy |
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| Li Dong, Xu Shiyu.Research of a Marketing Mix Effectiveness Simulation System Including Distribution Policy[J].Journal of Southeast University(Natural Science Edition),1996,26(3):80-85. |
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| Authors: | Li Dong Xu Shiyu |
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| Abstract: | This paper describes such a simulation model which utilizes Monte Carlo simulation in representing market dynamics and competitive actions for assessing effectiveness of marketing policies. It is therefore viewed as the basis of a marketing decision support system (MDSS). The methodology for applying the model is discussed, together with an illustrative example from a case study of one practical development company. |
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| Keywords: | simulation system Monte Carlo method |
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