可拓营销理论研究

利用物元理论、事元理论和可拓集合理论 ,对需要、产品、市场、资源、企业等进行可拓分析 ,提出可拓营销的基本理论——产品开拓规律、可拓市场、可拓资源、健全企业等     

企业营销超网络模型

为了探究企业营销网络中不同营销渠道、同一营销渠道的不同层网员和同层网员之间的竞合关系,基于超网络理论,建立企业营销超网络模型.分析企业营销网络中各层网员的行为及最优目标,并将其最优目标转化为相应的变分不等式,得到企业营销超网络模型的共赢平衡状态和求解算法.最后通过算例验证了模型和算法的有效性.     

Modern Practice in Work Study

Journal of the Operational Research Society -     

A Manager's Guide to Work Study

Journal of the Operational Research Society -     

Psychoanalytic Contributions to an Operational Research Study of Marketing

The findings and experiences reported here are not unique. Indeed, following presentation of this paper, a member of the audience apprised us of a somewhat similar study of a large American meatpacking firm by a psychiatrist and a team of economists. The psychiatrist and the economists separately studied the Board of Directors and attempted to predict the decisions which the Board would make on problems before it. The psychiatrist consistently predicted the Board's decision more often than the three economists, knowing only the personality structure of the individual members and their positions on each problem, but not knowing the economics or profitability of the alternative courses of action. These latter were the bases of the economists' predictions.In another case, MELVIN THORNER, M.D., Sc.D., also a psychiatrist, studied the interpersonal dynamics of a group of engineers in a metallurgical company. He was able to predict decisions of the research department also on the basis of his understanding of the personality of the individuals responsible for the decisions, and showed that the decisions often were independent of the technical merits of the problems, and which subsequent technical results verified.In a separate study reported last week at the meeting of The Institute of Management Sciences in Paris, we presented results which indicate that managerial decisions in general are "projective" in the psychological sense. The value of these findings is to help clarify the ways in which unconscious needs and attitudes manifest themselves in emotions and in the whole life process, including in the development of the individual's life style, whether in doing operational research, in managing, or in any other area of human endeavour. If the individual understands and reduces the distraction induced by these needs and processes, he becomes able to direct more of his energies, intelligence, and resources to more productive and profitable channels. Every life experience, including doing operational research, offers opportunity for gaining this increased understanding.Much work has been done recently on discovering the consumer's conscious and unconscious motivations for buying particular products. This information helps the seller to manipulate the buyer. Its orientation thus is the opposite of the orientation of the several studies reported here. These are rather concerned with helping the individual to understand himself in the full depth of his rich personality and to permit himself thereby not to be manipulated either intentionally or fortuitously, as by his seating arrangement, chair style, co-workers' attitudes, or his own obsolete needs and attitudes. Thus, these studies are directed toward results which help him to enrich the scope and content of his life experience to his full potential.     

供应链营销渠道体系的研究

从供应链管理协调、优化的角度出发,探讨营销渠道的建设.以移动通讯行业为背景,提出了渠道协同应用的多目标规划模型,探讨了模型求解的方法,并以某移动分公司的数掘进行了算例分析.     

营销情境中的心理契约概念及其测度研究

本文在文献回顾基础上,将组织行为学中的心理契约概念应用到营销情境中,界定了特定的概念内涵,开发设计了相应的测度量表。通过调查数据分析,对量表的信度与效度进行了实证检验。     

Integrated Marketing

Journal of the Operational Research Society -     

Optimal Production and Marketing Planning

This paper presents an integrated production, marketing and inventory model which determines the production lot size, marketing expenditure and products selling price. Our model is highly nonlinear and non-convex and cannot be solved directly. Therefore, Geometric Programming (GP) is used to locate the optimal solution of the proposed model. In our GP implementation, we use a transformed dual problem in order to reduce the model to an optimization of an unconstrained problem in a single variable and the resulting problem is solved using a simple line search. We analyze the solution in different cases in order to study the behaviour of the model and for each case, a numerical example is used to demonstrate the implementation of our analysis.     

第三方数据平台精准营销收费模式研究

第三方数据平台通过大数据分析技术为商家提供精准营销服务,本文研究了两个竞争商家通过同一个数据平台进行精准营销时,平台收费模式(费率佣金与按销量收费)对商家竞争以及平台与商家利润的影响。研究发现:1)费率佣金模式的绩效依赖于费率参数,在精准度高的情况下,它不能最大化平台与商家的利润。2)与费率佣金相比,按销量收费模式显著提高了商家的利润,并且平台与商家的利润都随费用参数的增加而增加。3)从收费模式选择的角度,精准度越高,按销量收费模式的优势越明显;费率佣金模式适用于垄断情况,而按销量收费模式更适用于竞争情况。4)费率佣金与按销量收费的结合可以实现平台与商家的共赢。研究结论为大数据驱动下的精准营销收费模式选择,以及“大数据平台”的盈利模式创新提供了理论参考。     

A Marketing Model for a Price-Promoted Consumer Good: A Case Study

The paper describes a simple competitive marketing model based on regression analysis of historical data. It outlines the analysis stages, and then describes the practical implementation of the results. One section considers the way results from the model were analysed to indicate the best competitive strategy.     

变革型领导与团队成员工作态度:基于多层线性模型的研究

本研究探讨团队层面变革型领导与成员团队满意度、团队认同之间的关系,考察团队学习的中介作用,以及影响变革型领导和团队学习关系的权变因素。采用问卷调查方式对某省通讯运营商的85个客服团队进行调查。采用多层线性模型(Hierarchical Linear Modeling)对团队变革型领导、团队学习、团队满意度、团队认同之间的关系进行分析。结果表明,团队学习对团队领导的变革型领导行为与员工工作态度的关系具有一定的中介作用。团队成员工作技能在变革型领导和团队学习间起调节作用。     

开源软件服务提供商的市场策略及社区参与策略研究

开源软件由开源社区内的成员自发参与并协同完成开发,是一种高效的、有别于传统的软件生产模式。开源社区的主要成员有软件用户及开源软件服务提供商。本文通过构建三阶段模型,研究了服务提供商的市场策略及开源社区内用户创新对服务提供商参与策略的影响。研究发现:(1)若市场上高价值用户较少,服务提供商应采取低质量、低价格的市场策略,否则应采取高质量、高价格策略。(2)服务提供商要避免搭便车行为,即为了增加服务利润,它必须投入资源参与开源社区、提高软件质量。(3)当服务市场上目标用户较多且开源社区内用户参与动机较强时,服务提供商应采取高参与策略,否则采取低参与策略。本文的研究对服务提供商如何利用和参与开源社区具有指导意义。     

Marketing Research.

Journal of the Operational Research Society -