| 基于创新扩散模型的市场营销组合策略 |
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| 引用本文： | 颜海兴,宋福根,易艳红.基于创新扩散模型的市场营销组合策略[J].东华大学学报(自然科学版),2011,37(2):235-239. |
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| 作者姓名： | 颜海兴 宋福根 易艳红 |
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| 作者单位： | 东华大学旭日工商管理学院,上海,200051 |
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| 摘 要： | 采用随机过程方法构建包含营销组合的3阶段创新扩散模型,通过动态规划方法求得模型的最优控制策略.在分析最优控制策略的基础上,采用数值模拟的方法对模型进行仿真.
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| 关 键 词： | 创新扩散模型 组合策略 最优控制 市场营销 |
Marketing Mix Strategy Based on Innovation Diffusion Model |
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| YAN Hai-xing,SONG Fu-gen,YI Yan-hong.Marketing Mix Strategy Based on Innovation Diffusion Model[J].Journal of Donghua University,2011,37(2):235-239. |
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| Authors: | YAN Hai-xing SONG Fu-gen YI Yan-hong |
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| Institution: | YAN Hai-xing,SONG Fu-gen,YI Yan-hong(Glorious Sun School of Business and Management,Donghua University,Shanghai 200051,China) |
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| Abstract: | Three-stage innovation diffusion model of the marketing mix strategy model is constructed by using stochastic process approach,optimal control strategy is obtained by dynamic programming method.Based on the analysis of these optimal control strategies,numerical simulation method of model is adopted. |
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| Keywords: | innovation diffusion model mix strategy optimal control marketing |
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