用于企业市场营销策略的混合定性模拟方法  

The Hybrid Qualitative Simulation Method for Enterprise's Marketing Strategy

作　　者：胡斌[1] 黎志成[1] 

机构地区：[1]华中科技大学管理学院,武汉430074

出　　处：《系统仿真学报》2002年第10期1266-1270,共5页Journal of System Simulation

基　　金：国家自然科学基金项目(70171014);湖北省重点科技计划项目(20001P0124)。

摘　　要：首先指出计算机模拟技术在管理领域推广的障碍,在归纳了定量模拟方法的本质的基础上,改进基于定性过程理论的定性模拟,提出并设计了基于规则的模糊定性模拟方法,然后集成这两种定性模拟方法,用于企业市场营销策略的选择过程。实验表明,贯穿于这两种定性模拟方法中的不确定性思想和处理办法比传统的方法更符合实际,得到的模拟结果也更加可信。The obstacles of popularizing computer simulation technology in management field are pointed out first. Then on the basis of concluding the essence of quantitative simulations, this paper improves the qualitative process theory based simulation method and presents a rule based fuzzy qualitative simulation method. After that, these two qualitative methods are integrated and applied in the selection process of enterprise marketing strategies. The experiment shows that, the uncertainty thoughts and processing methods are closer to the real world than those of the old methods, and that the simulation results are more reliable.

关 键 词：企业 市场营销策略 混合定性模拟 计算机模拟 模糊定性模拟 

分 类 号：TP391.9[自动化与计算机技术—计算机应用技术] F274[自动化与计算机技术—计算机科学与技术]