基于信任-承诺互动的渠道关系定性模拟研究  

Research on Qualitative Simulation for Channel Relatonship Based on Trust-Commitment Interaction

作　　者：周艳春[1] 李向阳[1] 李卫华[2] 

机构地区：[1]哈尔滨工业大学管理学院,黑龙江哈尔滨150001 [2]宁波大学理学院,浙江宁波315211

出　　处：《运筹与管理》2010年第1期152-161,共10页Operations Research and Management Science

基　　金：国家自然科学基金资助项目(70571019;70771031);国家863计划项目(2009AA04Z151);国家教育部博士点基金(20060213004)

摘　　要：本文采用定性仿真结合规划论的方法对渠道关系发展的动态特征进行了研究。根据渠道关系的信任-承诺互动模型,设计了关系价值的定性目标函数,建立渠道关系的定性仿真模型。将目标规划的思想融入到QSIM算法之中,设计了新的状态转换规则和过滤规则,建立渠道关系互动过程的模拟步骤。最后分析模拟结果,表明所设计的模拟方法是合理的,可以用于渠道关系动态过程的描述。In this paper, qualitative simulation method combining with the programming method is used to discuss the dynamic model of channel relationship. According to trust-commitment interaction model of channel relationship, the paper presents a qualitative objective function of the relationship value, and the QDE model of channel relationship. This research brings up new transform rules, and new filters by using QSIM method and programming method. Finally, the paper simulates the behavior of channel relationships and analyzes the results, which can draw a conclusion that this method is reasonable and can be used to describe the dynamic process of channel relationships.

关 键 词：渠道关系 信任-承诺互动 关系价值 定性模拟 QSIM算法 

分 类 号：F202[经济管理—国民经济]