不确定市场状况下营销策划决策机制构建——基于博弈论视域  

Construction of Decision-making Mechanism for Marketing Planning under Uncertain Market Conditions——Based on Game Theory

作　　者：刘燕[1] LIU Yan(Hubei Radio & TV University, Wuhan, Hubei 430074)

机构地区：[1]湖北广播电视大学

出　　处：《科教导刊》2019年第13期150-151,共2页The Guide Of Science & Education

基　　金：湖北省职教学会2015年度一般课题《基于互联网时代背景下的高职市场营销人才培养模式研究》课题编号ZJGB201519

摘　　要：企业面临着税费的高山、融资的冰山、盈利的火山.出于理性追球自身利益最大化的经济人人性假设,企业是以盈利为目的而存在.那么企业在市场情况不确定的情况下,如何对多种产品进行营销策划决策?选择哪一种产品,决策机制是什么?鉴于此,文章使用文献资料法、逻辑分析法、案例分析法,分析了的博弈的内涵,进而结合实例,剖析了富贵险中求的乐观、小心驶得万年船的悲观、动态平衡的平均、比上不足比下有余的折中、机会成本下的最大后悔最小决策五种机制的具体操刀原理及过程,以期为不确定型市场状况下进行市场营销策划决策机制提供理论支撑,优化决策的有效性、合理性、可行性.Enterprises are facing the high mountains of taxes and fees, the iceberg of financing and the volcano of profit. Based on the hypothesis of economic human nature that rational pursuit of the ball maximizes its own interests, enterprises exist for the purpose of profit. So how to make marketing planning decisions for a variety of products when the market situation is uncertain? Which product to choose and what is the decision-making mechanism? In view of this, this paper uses the methods of documentation, logic analysis and case analysis to analyze the connotation of game, and then combines with examples to analyze the concrete principles and processes of five mechanisms, namely, optimism in seeking wealth and risk, pessimism in sailing carefully for thousands of years, average dynamic balance, compromise in proportion to insufficiency, maximum regret and minimum decision-making under opportunity cost. It is expected to provide theoretical support for decision-making mechanism of marketing planning under uncertain market conditions, and optimize the effectiveness, rationality and feasibility of decision-making.

关 键 词：不确定 博弈 决策 机制 市场营销 

分 类 号：F270.7[经济管理—企业管理]