An optimal budget allocation decision support system for balancing short-term market share and long-term customer equity

• Main Authors: Kuan-Chen Chang, 張官臻
• Other Authors: 曹修源
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/10036500888476439378

碩士 === 國立中興大學 === 行銷學系所 === 104 === Based on the Tsao model, this study explores optimal budget allocation aimed at balancing short-term market share and long-term customer equity. A budget allocation decision support system is developed to provide managers the requisite tools to perform optimal budget allocation by balancing short-term market share and long-term customer equity. Taking Apple and Samsung’s mobile market as a study case, we present a simulation illustrating how the decision support system works in practice. The system not only allows managers to optimize budget allocation under a limited budget and at a given time, but also provides useful data that can be used as a reference for future decision-making, saving time for managers by helping them assess when and why they need to revise budget allocation.