市场份额模型在管理模拟教学中的应用
发布时间：2019-02-28 20:02
【摘要】：随着新世代的到来,在产品日益多样化和供大于求的买方市场上,企业间的竞争愈加激烈。为了提高企业的竞争力,人力资源是关键,而培养和造就一大批具有开拓精神与创新思维的企业家尤为重要。近一个世纪以来,参与式教学法(Engaged learning techniques)在培养现代管理人才中发挥了巨大的作用。管理模拟(Business Simulation)就是参与教学的一种。管理模拟的设计在现今的研究逐渐受到重视,尤其在IT技术的高速发展下,许多依靠软件的模拟设计层出不穷。而模拟市场竞争最大的关键点在于模拟市场份额的争夺之上。 本文系统分析了影响市场份额的因素,例如:品牌、销售价格、促销、广告、渠道等影响一般市场份额的主要因素;在吸引力理论的基础上,详细分析了MNL模型和MCI模型的界定和估计并阐述了模型预测流程;在市场份额模型的基础上计算产品销售价格和促销的弹性的方法,以用于分析市场份额受各影响因素的影响程度。 随后,本文应用MCI模型对所收集的六家汽车销售企业的产品销售数据进行了应用分析,结果表明MCI模型能够较好的拟合收集到的销售数据,并且发现汽车市场中,品牌对其市场份额有显着影响,活动促销和折扣促销的效力较大,而广告促销和礼品促销的影响较小,汽车销售价格的影响并不显着;此外,本文计算了应用分析中各品牌的市场份额对销售价格、促销的弹性,发现销售价格弹性大的品牌其市场份额变化幅度不一定大,这是因为其市场份额本身的差异较大所造成的,可见对与市场份额比较小的企业来说,降价获得的利益是有限的;通过以其中某些品牌为例对市场份额进行了模拟预测分析发现企业在价格和促销策略上的相互配合和调整有助于提高或者维持市场份额,这种分析方法为管理模拟教学上,参与小组互动的策略模拟结果,提供了很大的帮助。最后本文探讨了市场份额模型在管理模拟之中的两个应用之处,一为影响因素的权重设计,二为管理决策结果模拟。 本文的研究为探讨市场份额及其影响因素做了大量有益工作,有助于管理模拟教学的拟真与教学效果,有助于培训参与者的管理决策能力以及察觉市场动态的能力,为管理模拟教学提供更进一步的改善。
[Abstract]:With the arrival of the new generation, the competition among enterprises becomes more and more fierce in the buyer's market where the products are becoming more and more diversified and the supply exceeds demand. In order to improve the competitiveness of enterprises, human resources is the key, and it is particularly important to cultivate and train a large number of entrepreneurs with pioneering spirit and innovative thinking. For nearly a century, participatory teaching method (Engaged learning techniques) has played an important role in the training of modern management talents. Management simulation (Business Simulation) is one kind of participation in teaching. The design of management simulation has been paid more and more attention in recent years, especially with the rapid development of IT technology, many simulation designs relying on software emerge one after another. And the biggest key point of simulated market competition lies in the competition for simulated market share. This paper systematically analyzes the factors that affect the market share, such as brand, sales price, promotion, advertising, channel and so on, which affect the general market share. On the basis of attraction theory, the definition and estimation of MNL model and MCI model are analyzed in detail, and the prediction process of the model is expounded. Based on the market share model, the method of calculating the elasticity of product sales price and promotion is used to analyze the extent to which market share is affected by various factors. Subsequently, the MCI model is used to analyze the product sales data collected from six auto sales enterprises. The results show that the MCI model can fit the collected sales data well, and find out the auto market. The brand has a significant impact on its market share. The effect of activity promotion and discount promotion is greater than that of advertising promotion and gift promotion. The effect of auto sales price is not significant. In addition, this paper calculates the elasticity of the market share of each brand to the sales price and promotion in the application analysis, and finds that the market share of the brand with large elasticity of the sales price does not necessarily change greatly. This is due to the large difference in market share itself, so it can be seen that for enterprises with small market share, the benefits of price reduction are limited; Taking some of these brands as an example, the market share is simulated and predicted. It is found that the mutual coordination and adjustment of the price and promotion strategy can help to improve or maintain the market share. This analysis method is the management simulation teaching. Participating in group interaction strategy simulation results, provide a lot of help. Finally, this paper discusses two applications of market share model in management simulation, one is the weight design of influencing factors, the other is the simulation of management decision results. The research in this paper has done a lot of useful work to explore the market share and its influencing factors, which will help to manage the simulation teaching and the teaching effect, and help to train the participants' ability of management and decision-making and the ability to detect the dynamics of the market. Provide further improvement for management simulation teaching.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F224;F274
本文编号：2432128
[Abstract]:With the arrival of the new generation, the competition among enterprises becomes more and more fierce in the buyer's market where the products are becoming more and more diversified and the supply exceeds demand. In order to improve the competitiveness of enterprises, human resources is the key, and it is particularly important to cultivate and train a large number of entrepreneurs with pioneering spirit and innovative thinking. For nearly a century, participatory teaching method (Engaged learning techniques) has played an important role in the training of modern management talents. Management simulation (Business Simulation) is one kind of participation in teaching. The design of management simulation has been paid more and more attention in recent years, especially with the rapid development of IT technology, many simulation designs relying on software emerge one after another. And the biggest key point of simulated market competition lies in the competition for simulated market share. This paper systematically analyzes the factors that affect the market share, such as brand, sales price, promotion, advertising, channel and so on, which affect the general market share. On the basis of attraction theory, the definition and estimation of MNL model and MCI model are analyzed in detail, and the prediction process of the model is expounded. Based on the market share model, the method of calculating the elasticity of product sales price and promotion is used to analyze the extent to which market share is affected by various factors. Subsequently, the MCI model is used to analyze the product sales data collected from six auto sales enterprises. The results show that the MCI model can fit the collected sales data well, and find out the auto market. The brand has a significant impact on its market share. The effect of activity promotion and discount promotion is greater than that of advertising promotion and gift promotion. The effect of auto sales price is not significant. In addition, this paper calculates the elasticity of the market share of each brand to the sales price and promotion in the application analysis, and finds that the market share of the brand with large elasticity of the sales price does not necessarily change greatly. This is due to the large difference in market share itself, so it can be seen that for enterprises with small market share, the benefits of price reduction are limited; Taking some of these brands as an example, the market share is simulated and predicted. It is found that the mutual coordination and adjustment of the price and promotion strategy can help to improve or maintain the market share. This analysis method is the management simulation teaching. Participating in group interaction strategy simulation results, provide a lot of help. Finally, this paper discusses two applications of market share model in management simulation, one is the weight design of influencing factors, the other is the simulation of management decision results. The research in this paper has done a lot of useful work to explore the market share and its influencing factors, which will help to manage the simulation teaching and the teaching effect, and help to train the participants' ability of management and decision-making and the ability to detect the dynamics of the market. Provide further improvement for management simulation teaching.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F224;F274
【引证文献】
相关硕士学位论文 前2条
1 胡志强;抚顺联通移动通信全业务品牌发展战略研究[D];吉林大学;2012年
2 王媛媛;基于市场份额分析算法的日化市场策略研究[D];华南理工大学;2012年
，本文编号：2432128
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