淡江大學機構典藏:Item 987654321/76158
English  |  正體中文  |  简体中文  |  全文笔数/总笔数 : 54051/88873 (61%)
造访人次 : 10548934      在线人数 : 20
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
搜寻范围 查询小技巧:
  • 您可在西文检索词汇前后加上"双引号",以获取较精准的检索结果
  • 若欲以作者姓名搜寻,建议至进阶搜寻限定作者字段,可获得较完整数据
  • 进阶搜寻


    jsp.display-item.identifier=請使用永久網址來引用或連結此文件: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/76158


    题名: 市場成長率為目標之最佳化忠誠度計劃與促銷計劃預算分配
    其它题名: Optimizing Budget Allocation between Sales Promotion and Loyalty Programming to Maintain the Market Growth Rate
    作者: 曹修源
    贡献者: 淡江大學企業管理學系
    关键词: Markov type market share model;budget allocation;loyalty program;promotion program;nonlinear dynamic programming;market growth rate
    日期: 2011-08
    上传时间: 2012-05-02 11:53:13 (UTC+8)
    摘要: 本研究結合馬可夫市佔率模型(Markov type market share model) 及非線性動態規劃 (non-linear dynamic programming)之方法,模擬以特定市場成長率為目標之下,利用已知 之期初品牌市場佔有率與忠誠度資料,忠誠度與促銷計劃預算分配比例為何,才能達到 總預算最小。實證資料是由TNS (Taylor Nelson Sofres)Global Taiwan 在2010 年提 供之三種快速流動消費性商品 (FMCG - Fast Moving Consumer Goods):成人奶粉、洗髮 精和洗衣粉之消費者指數研究之資料(期初之市佔率及忠誠度資料)。預期研究的成果, 是結合一階馬可夫市佔率模型及非線性動態規劃,建立一行銷決策支援之模型與系統, 模擬忠誠度與促銷計劃預算分配如何動態影響市場成長率。
    Optimizing Budget Allocation between Sales Promotion and Loyalty Programming to Maintain the Market Growth Rate This study applies a first order Markov type market share model to determines the allocation of optimal multi-period budget between loyalty and sales promotion programs by nonlinear dynamic programming to minimize budget the while maintaining market growth rate during the multi-period stretch. Applying this approach to data from a consumer panel for 2010 provided by Taylor Nelson Sofres (TNS) Global Taiwan for three product categories comprising adult milk powder, shampoo, and detergent, based on the given initial size of market share and of the loyalty effect, with empirical data concerning the outlay budgeted for loyalty and promotion programs, nonlinear dynamic programming is used to demonstrates how to minimize total budget while maintaining market growth over the multi-period stretch. With this combination of a Markov type market share model and nonlinear dynamic programming, the study provides a platform for exploring the dynamic impacts of the long-term loyalty effect and the short-term promotion effect on market share, and helps determine the allocation of optimal multi-period budget between loyalty and promotion programs.
    显示于类别:[企業管理學系暨研究所] 研究報告

    文件中的档案:

    没有与此文件相关的档案.

    在機構典藏中所有的数据项都受到原著作权保护.

    TAIR相关文章

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - 回馈