直销企业营销系统动力学模型构建与仿真

发布时间：2018-03-23 15:36

本文选题：系统动力学　切入点：营销系统　出处：《北京理工大学》2015年硕士论文

【摘要】：市场营销系统对一个企业的重要性不言而喻，市场营销系统的良好运行是一个企业健康发展的根本保障。直销作为一个舶来品，从引入我国到目前发展，历程波折丛生。许多直销公司在短短几年内经历大起大落，始终没有形成一套稳定的发展模式。许多直销公司在发展道路上摸石过河，一些想进入直销领域的传统公司望而却步。本文的研究目的就是在通关介绍直销发展模式的基础上，研究直销公司最核心的市场营销系统，通过构建适合企业良好运行的营销系统，对直销公司的发展策略提出建议。本文运用系统动力学方法，对直销企业营销系统进行模拟分析。首先，本文在文献分析的基础上，提出将4Ps和4Rs营销理论相结合，作为构建营销系统的理论基础。其次，根据理论基础，将营销系统划分为促销子系统、产品子系统、渠道子系统、价格子系统、客户关联关系子系统、反应子系统和回报子系统七个子系统。再次，根据直销企业营销系统的特征，确定了系统的边界，并分析了系统的因果反馈机制。针对七大子系统，分析了各个子系统内部的因果关系，并绘制了系统流程图，明确系统内各因素的反馈关系。最后，，将七个子系统整合，形成营销大系统，并建立动态学方程，利用系统动态学Anylogic软件对营销系统进行了模拟分析及模拟结果检验。最终，根据对模拟结果的分析，明确各因素之间的关系，以此对直销行业提出决策建议。本文制定了直销企业营销策略，根据对系统模拟结果的分析，分别从促销、产品、渠道和客户关联关系四个方面，提出了直销企业营销策略的建议，为直销企业的发展提供一定的理论性指导。
[Abstract]:The importance of the marketing system to an enterprise is self-evident. The good operation of the marketing system is the fundamental guarantee for the healthy development of an enterprise. Many direct marketing companies have experienced ups and downs in just a few years, and have never formed a stable development model. Some traditional companies that want to enter the field of direct selling are deterred. The purpose of this paper is to study the core marketing system of direct selling companies on the basis of introducing the development mode of direct selling through customs. By constructing a marketing system suitable for good operation of enterprises, some suggestions are put forward for the development strategy of direct selling companies. This paper uses the system dynamics method to simulate and analyze the marketing system of direct selling enterprises. Firstly, based on the literature analysis, this paper puts forward the combination of 4Ps and 4Rs marketing theory as the theoretical basis of the construction of marketing system. According to the theoretical basis, the marketing system is divided into seven subsystems: promotion subsystem, product subsystem, channel subsystem, price subsystem, customer relationship subsystem, reaction subsystem and return subsystem. According to the characteristics of the marketing system of direct selling enterprises, the boundary of the system is determined, and the causal feedback mechanism of the system is analyzed. For the seven subsystems, the causality within each subsystem is analyzed, and the flow chart of the system is drawn. Finally, the seven subsystems are integrated to form the marketing system, and the dynamic equation is established. The simulation analysis and simulation result test of the marketing system are carried out by using the system dynamic Anylogic software. According to the analysis of the simulation results, the relationship between the factors is clarified, and the decision suggestions for the direct selling industry are put forward. Based on the analysis of the system simulation results, this paper puts forward some suggestions on the marketing strategy of direct selling enterprises from four aspects: promotion, product, channel and customer relationship. For the development of direct selling enterprises to provide certain theoretical guidance.
【学位授予单位】：北京理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;N941.3;F713.32

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