文献类型：期刊文献

中文题名：基于协同演化的企业营销战略对策

英文题名：Marketing Strategy Based on Co-evolution

作者：刘洁[1]

第一作者：刘洁

机构：[1]北京联合大学商务学院

第一机构：北京联合大学商务学院

年份：2012

期号：11

起止页码：147-160

中文期刊名：中国软科学

外文期刊名：China Soft Science

收录：人大复印报刊资料;CSTPCD;;北大核心:【北大核心2011】；CSSCI:【CSSCI2012_2013】；

语种：中文

中文关键词：营销战略;协同演化;优质市场

外文关键词：marketing strategy; co-evolution; quality market

摘要：企业创新与消费者满意度之间是一个不断持续的协同演化过程,在这种协同演化下,企业的营销战略对策是寻找优质市场。本文通过构建企业创新竞争下消费者满意度与企业创新努力协同演化的动力学模型,并利用微分方程几何理论对不同品格的消费者和企业所组成的四种不同的市场演化模型进行研究,分析了优质市场的存在性及其存在的条件。研究结果表明,当且仅当消费者为追求时尚型,并且消费者对企业创新努力的反应系数大于消费疲劳系数时,才能实现优质市场。这一结论为企业营销的市场选择、预测分析和行动对策提供了严格的理论依据。
There is a process of interactive co-evolution between customer satisfaction and firm＇s innovation efforts.The marketing strategy of enterprises in the co-evolution process is to find the quality market,where the firm can make the customer satisfaction tend to be the maximum and gain positive profit continually through innovation efforts.Co-evolution dynamic models of customer satisfaction and firm＇s innovation efforts are constructed in this paper,which can be classified into four types based on the characters of customers and firms.It has been proved that the quality market is existent from the analysis of these four different co-evolutionary models by use of differential geometry theoretical approach.Furthermore,the quality market would occur only when the customers are the type of pursuing fashion,and the response coefficient of customers to firms＇ innovation efforts is greater than the consuming fatigue coefficient.The conclusion provides theoretical foundation for market selection,forecasting analysis and countermeasures of firms.