基于多项式Logit模型的快速消费品促销效果评估  

Evaluation of sales promotion effects on fast moving consumer goods——a multinomial logit model

作　　者：李德春[1] 肖岳峰[1] 

机构地区：[1]桂林电子科技大学管理学院,广西桂林541004

出　　处：《桂林电子科技大学学报》2007年第1期74-77,共4页Journal of Guilin University of Electronic Technology

摘　　要：根据消费品选择的用户效用极大化原理,应用促销对消费者满足程度的效用函数,构建了基于多项式Logit模型的快速消费品促销评估模型。通过对从市场调取的妇女卫生巾消费品数据的实证分析,验证了快速消费品促销效果评估模型的可行性。提出的评估模型有助于企业优化资源和提高经济效益。In light of the principle of utility maximization in consumer goods and by using utility function of consumer satisfaction in sales promotion, a multinomial model is constructed for the evaluation of the effects of sales promotion on fast moving consumer goods. An analysis is carried out into the data of women＇s sanitary napkin collected from the market, which confirms the feasibility of the model discussed in this paper. The model proposed in this paper is therefore helpful to a business in optimizing its resources and improving its economical benefits.

关 键 词：多项式Logit模型 促销效果评估 快速消费品 

分 类 号：F270.5[经济管理—企业管理]