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    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
    陳朝福
    Chen, Shao-Fu
    Keywords: 行銷管理
    行銷模擬
    決策支援系統
    蒙特卡羅模擬法
    新產品策略
    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,
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    Description: 碩士
    國立政治大學
    企業管理學系
    G798546
    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

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