企业市场营销决策过程定性模拟系统  

The Qualitative Simulation System for Enterprise Marketing Decision Process

作　　者：胡斌[1] 黎志成[1] 

机构地区：[1]华中科技大学管理学院,湖北武汉430074

出　　处：《工业工程与管理》2004年第1期19-22,共4页Industrial Engineering and Management

基　　金：国家自然科学基金资助项目(70171014)

摘　　要：首先总结了定性模拟的应用现状,在现有企业市场营销策略选择的混合定性模拟技术之上,引入BP神经网络技术,解决要素之间定性作用的程度问题,为此修改并完善了混合定性模拟中的定性变量的描述和推理过程以及策略决策全过程的模拟步骤,并采用VFP6.0和Matlab6.10开发了一个系统原型,进行了模拟实验。Firstly the present application of qualitative simulation is summarized .Then based on the hybrid qualitative simulation technology for selection of enterprise marketing strategies ,BP neural network is introduced to solve the problem of grading qualitative effect of factor .The prescription of qualitati vevariables , the reasoning process of hybrid qualitative simulation and the steps of marketingd ecision process are modified and perfected .A prototype system is developed by integrating VFP6 .0 and Matlab 6 .10on the basis of simulation experiment.

关 键 词：企业 市场营销 定性模拟 BP神经网络 策略决策 

分 类 号：F274[经济管理—企业管理]