网络市场测试中的期权应用  

The Application of Real Option in Network Market Testing

作　　者：曾斌[1] 戴丽丝[1] 

机构地区：[1]广州科技贸易职业学院,广东广州511442

出　　处：《科技广场》2012年第2期38-40,共3页Science Mosaic

摘　　要：网络产品试销是为了解决市场与产品不确定性问题,由于实物期权法在处理不确定性问题上的优势,在试销决策问题上引入实物期权方法很有必要。通过计算分析,实物期权法能比较合理地反映高风险网络市场中选择权的价值,反映管理者灵活地调整营销策略而给项目带来的增值。Market testing of network products proposes to eliminate the uncertainty of market and product. Because of the superiority of real option in solving uncertainty problems, it is necessary to introduce the real option method to test-marketing decision. Basing computing and analyzing, we can show properly up the value of choice in high risk network markets, and the additional value which originates from managers adjusting their marketing strategies after market test.

关 键 词：网络营销 市场测试 实物期权 NPV 

分 类 号：F406[经济管理—产业经济]