行銷活動規劃最佳化

Market Campaign Optimization

阮文祥(Wen-Shiang Ruan)

指導教授 ： 邱昭彰

元智大學/資訊學院/資訊管理學系/碩士(2002年)

摘要

現今企業的競爭重心已由過去的產品導向轉為客戶導向，而行銷管理可以說是企業直接影響客戶和企業關係的重要因素之一。因此本研究將針對行銷管理議題之一--行銷最佳化，提出一解決方法。行銷最佳化是指在多產品或服務、多行銷管道、多顧客的情況下，應該要如何安排何種產品或服務透過何種行銷管道推銷給某位顧客，使得企業的利益能夠達到最大。首先我們會建立一個行銷最佳化的模型，並以某電信公司的資料為基礎，代入模型之中。值得一提的是我們將模型中的不確定因素以某種分配來表示。為了解決這樣的最佳化問題，本研究將使用模擬最佳化的技術來求解行銷最佳化的模型。其中模擬最佳化中所用的的最佳化技術為基因演算法，而模擬技術則是使用蒙地卡羅模擬。

關鍵字

行銷最佳化 ； 模擬最佳化 ； 基因演算法 ； 蒙地卡羅模擬

並列摘要

The competition focus of enterprises migrates from product-oriented to customer-oriented. Marketing management is one of the important factors that enterprises affect the relationship between customer and enterprise. So our research wants to solve one problem of marketing management--campaign optimization. Campaign optimization means finding a way to offer the products or services across all customers through an appropriate channel so that the enterprise will gain the greatest benefit. First, we establish a campaign optimization model and feed a specific telecom’s data into the model. In addition, we use some kind probability distribution function to represent the uncertain factor. In order to solve such optimization problem, we apply simulation-optimization to solve the campaign optimization model. The optimization technique of simulation-optimization we apply is genetic algorithms and the simulation technique is Monte Carlo simulation.

並列關鍵字

Campaign Optimization ； Simulation-optimization ； Genetic Algorithms ； Monte Carlo Simulation

參考文獻

[1]“1:1 Marketing Technology Overview”, Marketswitch.

[4]“High-Performance Marketing Campaign Management,” Aberdeen Group, Inc., 2000.

[8]Ahuja, R. K., Orlin, J. B. and Tiwari, A., “A Greedy Genetic Algorithm for The Quadratic Assignment Problem, “ Computers and Operations Research, Volume: 27, Issue: 10, pp. 917-934, September 2000,

[10]Anacleto, J. C. and Kirner, C., “A New Approach for Genetic Algorithm as A Support to The Simulation of Complex Systems,” In Proceedings of the 1997 IEEE International Conference on Systems, Man, and Cybernetics, Orlando, FL, New York (USA), Volume: 2, pp. 1251-1256, October 1997.

[11]Andradottir, S., “A Review of Simulation Optimization Techniques,” Simulation Conference 1998, Proceedings of the Winter, Volume: 1, pp.151-158, 1998.