消费品促销组合的博弈分析及促销方式变革  

Game Theory Analysis and AHP Appraisement for Pro-motion-portfolios of Commodity

作　　者：罗永泰[1] 卢政营[2] 

机构地区：[1]天津财经学院 [2]天津财经学院贸易经济系

出　　处：《南开管理评论》2004年第3期24-28,33,共6页Nankai Business Review

摘　　要：中国正步入品牌竞争时代,产品竞争日益转化为品牌的竞争。各种促销手段在消费品各寿命周期的运用,将有助于塑造强势品牌形象,培育顾客品牌忠诚度,进而简化顾客的购买过程。本文运用策略博弈分析和AHP检验,得出了消费品各寿命周期培育品牌的最优策略和促销方式,同时分析了家电市场促销竞争的“影子效应”,探讨了基于顾客价值演进的促销方式变革。With the entry of the brand-age, the competition of product has changed to competition of brand. Every measure used in the different lifecycles will do good to the building of strong brand image and the brand loyalty of customers, furthermore simplify the process of buying. Through the analysis of normal form game and test of AHP, we come up with the best tactics and ways of promotion to build up brand, analyses the 'shadow effect' in family-appliance market and discusses the customer-value based change of promotion approaches.

关 键 词：消费品 促销组合 博弈分析 品牌忠诚度 AHP 层次分析法 顾客价值 促销方式 品牌形象 营销策略 

分 类 号：F713.5[经济管理—市场营销]