A Study of a Marketing-Mix Decision Model for Allocating Advertising Budget and Pricing Target Product－An Example of Green Tea Product from Taiwan

• Main Authors: Pei-Yi Cho, 卓佩怡
• Other Authors: Jiunn-Min Lee
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/33132721327988508521

碩士 === 輔仁大學 === 資訊管理學系 === 94 === Facing fast variety of environment, an enterprise must create more profits and market share for maintaining its competitive advantage and the source of customers. The operations are changed from production-, product-, or sales-oriented type to marketing -oriented type. Using several marketing methods for understanding customers' requirements, target markets are identified and then the information of products or service are correctly delivered to the right customers for attracting main potential customers to purchase all related products automatically. Under the constraints of finite advertisement resources, a media budget allocation and product pricing model is formulated in this study for optimizing various business advantages such as profit, market share, etc. A multi-objective programming is used to represent the media budget allocation and product pricing model. A prototype system based on the model is built in this study, and famous software packages Expert Choice and Lingo 9.0 are integrated and used to analyze the data and obtain the optimal planning solution interactively. Finally, under different parameter and scenario settings, several situational analyses of each enterprise’s conditions from its environment or objective are implemented. Also, some important managerial implications and guidelines are obtained from more empirical examples to help administrators effectively manage and monitor the operational strategy of each company.