Using Multi-Segment and Ulti-Choice GP in Marketing Application

多區隔與多選擇目標規劃在行銷上應用

廖錦農(Chin-Nung Liao)

《中華技術學院學報》 41期 (2009/12) Pp. 153-169

https://doi.org/10.7095/JCIT.200912.0153

摘要

在行銷管理上存在著多區隔與多選擇問題，此類是無法被現有的目標規劃(goal programming)技術來解決，其中包括多選擇目標規劃(multi-choice GP)。本研究擴展了多選擇目標規劃，銀允許決策者可同時考慮目標規劃之目標函數(objective function)中之雙邊期望數值。因此本文所提出之方法有效地改善過去目標規劃技術所無法處理的行銷應用問題。此外，另舉二個實例提供參考理解。

關鍵字

目標規劃 ； 多選擇期望水準 ； 行銷區隔 ； 決策者

並列摘要

The condition of multi-segment and multi-choice aspiration levels (MSCAL) may exist in many marketing management problems. The problem cannot be solved by current goal programming (GP) approaches. This paper extended multi-choice GP (MCGP) model to solve MSCAL problem. The proposed method allows decision-maker (DM) to set multiple aspiration levels for their problems from both the ”lift-hand side aspiration levels” and the ”right-hand side levels,” of objective function, simultaneously. This significantly improved the utility of MCGP in real application; in addition, two illustrative examples are included to demonstrate the solution procedure of the proposed model.

並列關鍵字

Goal programming ； Multi-segment and multi-choice aspiration levels ； Marketing segment ； Decision-maker