English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 93905/124352 (76%)
Visitors : 28965128      Online Users : 447
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/89034
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/89034

    Title: 耐久性消費品新品牌競爭性行銷策略選擇之實例研究
    Competitive Marketing Decision Study for New Durable Consumer Product
    Authors: 陳朝福
    Chen, Shao-Fu
    Contributors: 洪順慶
    Horng, Shun-Ching
    Chen, Shao-Fu
    Keywords: 行銷管理
    Marketing management
    Marketing simulation
    Decision support system
    Monte Carlo Simulation
    Date: 1992
    Issue Date: 2016-05-02 13:23:45 (UTC+8)
    Abstract: 本研究以過去類似研究的發展經驗為基礎,參照國內企業界的特殊決策環境及決策型態,並考量行銷問題的特質,建立一套整合性行銷系統模擬架構( 以蒙特卡羅模擬法為基本架構,以行銷系統模式為核心 ),協助決策者評估╱選擇新產品上市時之最適競爭性行銷策略,以提高新產品上市後的成功率。本研究從決策者立場的角度來建構整個架構,採用「互動式漸進法」讓決策者能共同參與模式之建構,並透過「結構式詢問法」輸入資料卷協助決策者在問題答覆的過程中,將系統行為的隱性心智模式轉化成顯性數理模式,使本模擬架構能成為實用的電腦輔助工具,縮短行銷科學與行銷實務的距離。本研究在國內行銷實務及學術界中尚屬較新的嚐試,
    Reference: 一.中文部份
    1.鄭振明. (民80) .廣告決策支援立在統之研究,中山企管研究所論文。
    2. 潘銘雄. (民81 ) .銷售反應系統之建構、使用興決策績效之衡量,政大企管研究所論文。
    3. 高仲炯,李坤清. (民80. 十月) .我國企業策略電腦化調查分析--決策支援系統運用有待加強,資訊傳真雜誌。
    1.Alberts, Willian W. (1989), "The Experience Curve Doctrine Reconsidered," Journal of Marketing, Vol. 53 (July), pp. 36-49.
    2.Bass,F. (1969),"A New Product Growth Model for Consumer Durables," Management Science, Vol.15 (January),pp.215-227.
    3.Bell,D. E., Ralph L. Keeney, and J. D. C. Little (1975),"A Market Share Theorem," Journal of Marketing Research, Vo1.12 , pp. 136-141.
    4.Boston Consulting Group (1970) ,Perspectives on Experience, Boston: Authors.
    5.Booz,Allen and Hamilton (1981), New Products Management for the 1980 : phase I, Chicago
    6.Ching-cha Hsieh, Ming-te Lu, and Chien-chun Pan (1992),"Current Status of DSS use in Taiwan, "Information & Management 22,pp.199-206.
    7.Clarke D. G., "Marketing analysis and Decision Making: Text and Cases with Lotus 1-2-3 ," The Scientific Press,1987.
    8.Cooper,Lee G. and Masao Nakanishi (1983), Market-Share Ananysis ,Norwell, Ma : Kluwer
    9. Dodson, Joe A. and Eitan Muller (1973), "Models of New Product Diffusion Through Advertising and word-of-Mouth," Management Science, 24(November), pp.1568-78.
    10.Easingwood,Christopher J. ,Vijay Mahajan, and Eitan Muller (1983) ," A Nonuniform Influence Innovation Diffusion Model of New Product Acceptance," Marketing Science, Vol. 2 (Summer) , pp. 273-296.
    11.Everett M. Rogers, Diffusion of Innovation (New York: The Free Press,1962),p.13.
    12. Feichtinger, Gustarv( 1982) , "Optimal Pricing in Diffusion Model With Concave Pricing-Dependent Market Potential," Operations Research Letters,1,236-40.
    13.Fourt,Louis A. and Joseph W. Woodlock (1960) , "Early Prediction of Market Success for New Grocery Products," Journal of Marketing ,Vol.24(October), pp.31-38.
    14.Takada,Hirokazu and Dipak Jain (1991) ,"Cross-National Analysis of Diffusion of Consumer Durable Goods in Pacific Rim Countries," Journal of Marketing, Vol.55 (April) ,pp.48-54.
    15.Horskey,Dan and Leonard S. Simon (1978) ,"Advertising in a Model of New Product Diffusion," presented at the TIMS/ORSA National Meeting in New York City, May.
    16.Horskey,Dan and Leonard S. Simon (1983) ,"Advertising and the Diffusion of New Products," Management Science,1 (Winter) ,1-18.
    17.Horskey,Dan and Karl Mate (1988) ,"Dynamic Advertising Strategies of Competing Durable Good Products," Marketing Science,Vol.7,No.4 (Fall), pp.356-367.
    18.Horskey,Dan (1990) ,"A Diffusion Model Incorporating Product Benefits, Price, Income and Information," Marketing Science, Vol.9,No.4(Fall),pp.342-365.
    19.Jack D. C. Kleijnen (1975) ,Statistical Techniques in Simulation ,Part Ⅰ,Part Ⅱ Marcel Dekker, Inc. ,New York.
    20.Kalish,Shlomo (1983) ,"Monopolist Pricing with Dynamic Demand and Production, Costs ," Marketing Science, Vol.2,No.2(Spring) ,pp.135-159.
    21.Kalish,Shlomo (1985) ,"A New Product Adoption Model with Price, Advertising, and Uncertainty," Management Science, Vol.31,No. 12(December) ,pp.1569-1585.
    22.Kamakura,Wagner A. and Siva K. Balasubramanian (1988) ,"Long-Term View of the Diffusion of Durables," International Journal of Research in Marketing,5,l-13.
    23.Kendall,M. G., and A. Stuart (1967) ,The Advanced Theory of Statistics,Vol.2, London ; Griffin.
    24.Kotler,Philip (1965) ,"Competitive Strategies for New Product Marketing over the Life Cycle," Management Science, Vol.12,No. 4(December),B104-119.
    25.Kotler,Philip (1971) ,"Marketing Decision Making: A Model Building Approach," New York: Holt, Rinehart and Winston.
    26.Kuehn,Alfred A. (1962) ,"Consumer Brand Choice - A Learning Process ? " Journal of Advertising Research,Vol.2 (December) ,pp.l0-17.
    27.Lambin,Jean-Jacques (1972) ,"A Computer On-Line Marketing Mix Model," Journal of Marketing Research, Vol.IX (May) ,119-126.
    28.Lekvall,P. and C. Wahlbin (1973) ,"A study of Some Assumptions Underlying Innovation Diffusion Functions," Swedish Journal of Economics,75,362-77.
    29.Lilien G. L. and A. G. Rao (1978),"A Marketing Promotion Model with Word of Mouth Effect," working Paper 976-78, Boston: Sloan School of Management, Massachusetts Institute of Technology.
    30.Lilien G. L., Kotler Philip & Moorthy K. Sridhar (1992), Marketing Models , Englewood Cliffs , New Jersey, Prentice-Hall International, Inc.
    31.Little J. D. C., "Models and Managers: the Concept of Decision Calculus, "Management Science, Vo1.16,No.8,April 1970,pp.466-485.
    32.Little J. D. C. ,"BRANDAID : A Marketing Mix Model, Part 2: Implementation, Calibration, and Case Study," Operation Research, Vol.23,No.4,July-August 1975, pp.657-673.
    33.Little J. D. C. and Leonard M. Lodish (1981) ,"Commentary on' Judgment Based Marketing Decision Models, '" Journal of Marketing ,Vo1.45,No.4(fall) ,pp.24-29.
    34.Lodish,Leonard M. (1971),"CALLPLAN : An Interactive Salesman's Call Planning System," Management Science, Vol.I8,No.4,pt.2 (December) ,pp.25-40.
    35.Lodish,Leonard M. (1980),"A User Oriented Hodel for Sales Force Size, Product and Marketing Allocation Decision," Journal of Marketing,Vol.44(Summer) ,pp.70-78.
    36.Lodish,Leonard M. (1982),"A Marketing Decision Support System for Retailers ,"Marketing Science, Vol.1,No.l(Winter) ,pp.31-56.
    37.Lodish,Leonard H., Ellen Curtis, Michael Ness, and M. Kerry Simpson (1988) ,"Sales Force Sizing and Deployment Using a Decision Calculus Model at Syntex Laboratories," Interfaces, Vol.18,No.l(January/February) ,pp.5-20.
    38.Hahajan,V.and R. A. Peterson (1978) ,"Innovation Diffusion in a Dynamic Potential Adopter Population," Management Science, 15 (November) ,1589-97.
    39.Mahajan,V.,Eitan Muller, and frank M. Bass (1990),"New Product Diffusion Models in Marketing : A Review and Directions for Research," Journal of Marketing,Vol.54(January) ,pp.I-26.
    40.Mahajan,V. ,Eitan Muller, and Rajendra Srivastava (1990) ,"Determination of Adopter Categories by using Innovation Diffusion Hodels," Journal of Marketing Research,Vol.27(February) ,pp.37-50.
    41.Mansfield,EdlVin (1961),"Technical Change and the Rate of Imitation," Econometrica,Vol.29,No.4(October),pp.741-765.
    42.Marsaglia,G., and Bray,T. A. (1964),"A Convenient method for
    generating normal variables," SIAM Rev.6,pp.260-264.
    43.l-ling-te Lu, Ching-cha Hsieh, and Chien-chun Pan (1989)," Implemen-
    ting Decision Support Systems in Developing Countries," IMDS
    44.Montgomery,D. B., A. J. Silk, and C. E. Zaragoza (1971),"A Mul-
    tiple-Product Sales Force Allocation Model," Management Science
    , Vol.18,No.4, pt.2(December),pp.3-24.
    45.Montgomery,D. B., etal (1977),"A Framework for the Comparision of
    Marketing Models: A Delphi Study," Journal of Marketing Research,
    Vol. XIV (November) ,pp.487-498.
    46. Naert P. A. & Weverbergh M. (1981) , "Subjective Versus Empirical Decision
    Models," In R. Schultz and A. A. Zoltners, eds. ,Marketing Decision Models ,New York: North-Holland ,pp.99-124.
    47.Naert P. A. & Alain V. Bultez (1973) ,"Logically Consistent Market Share Models," Journal of Marketing Research,Vol.10,pp.334-340.
    48.Naert P. A.& Leeflang P. S. H.(1978), Building Implementable Marketing Models, Martinus Nijhoff Social Science Devision .
    49.Naert P. A.& Weverbergh M. (1985) ,"Market Share Specification, Estimation, and Validation: Toward Reconciling Seemingly Divergent Views," Journal of Marketing Research, Vol. XXII (November) ,453-461.
    50.Peterson,R. A. and V. Mahajan (1978) ,"Multi-Product Growth Models ," in Research in Marketing, J. Sheth, ed., Greenwich: JAI Press.
    51.Robinson,Bruce and Chet Lakhani (1975) ,"Dynamic Price Models for New Product Planning," Management Science,10(June) ,1113-22.
    52.Rogers,E. M. (1983),Diffusion of Innovations,3rd ed. New York: The Free Pres.
    53.Sands,S. and Warwich,L. M. "Successful Business Innovation: A Survey of Current Professional Views", Californian Management Review, vol. 20, No.2, 1977, pp.5-16.
    54.Simon,Herman and Karl-Heinz Sebastian (1987) ,"Diffusion and Advertising :The German Telephone Company," Management Science, 33 (April) ,451-66.
    55.Urban,Glen L. (1968) ,"A New Product analysis and Decision Model," Management Science, Vol.14,No.8 (April) ,B490-517.
    56 .Weinberg, Charles B. (1981), "Marketing Models in Public and Nonprofit Organizations," In R. Schultz and A. A. Zoltners, eds., Marketing Decision Models ,New York: North-Holland ,pp.251-274.
    57.White,Ro, Consumer Product Development, Penguin Books, 1976.
    Description: 碩士
    Source URI: http://thesis.lib.nccu.edu.tw/record/#B2002004052
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

    Files in This Item:

    There are no files associated with this item.

    All items in 政大典藏 are protected by copyright, with all rights reserved.

    社群 sharing

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback