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1.
张璇 《价值工程》2011,30(31):99-100
本文基于媒介融合的背景下,从传媒格局、传播技术、营销环境与受众关系分析出发,探讨了媒介融合对广告策划的影响,同时阐述了广告策划的内容。  相似文献   

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行为金融是在传统金融理论的基础上引入心理学研究的成果,它弥补和修正了传统金融理论中存在的许多缺陷。本文中所介绍的最优资产定价模型就是在运用预期理论的基础上对传统定价模型所进行的修正和改进,提高了定价模型的现时解释力。  相似文献   

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In this paper, we investigate the social impacts of strategic transfer pricing by oligopoly firms, aiming to derive regulatory implications for transfer prices. A notable finding from our model is that the negative effects on social welfare of transfer prices being set above marginal cost are pronounced when either (1) the number of competing firms is large and the product is relatively highly differentiated or (2) the number of firms is small and the product is not very differentiated. This result indicates that even when the number of firms in the industry is significant and the market is thus apparently competitive, the authorities should not overlook the possibility that setting transfer prices above marginal cost might seriously damage social welfare if the product is highly differentiated.  相似文献   

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《企业技术开发》2017,(8):140-142
公益广告是社会公益事业的一个重要组成部分,与其它广告相比,具有鲜明的社会性和公益性,其内容存在现实的社会基础中,运用创意独特、艺术形式多样的手段,旗帜鲜明的为社会广大民众服务。  相似文献   

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简单介绍户外广告策划活动流程,及如何制作并使用图片、图示和动画在PPT演示文稿中进行效果渲染.  相似文献   

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简单介绍户外广告策划活动流程,及如何制作并使用图片、图示和动画在PPT演示文稿中进行效果渲染。  相似文献   

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薛木森 《价值工程》2019,38(2):24-26
本文研究了在以逝品企业产品价格外生时的动态最优广告投入策略,考虑了广告投入的长远影响。建立了以广告投入策略为决策变量的最优控制模型,并且考虑了企业的预算约束。利用极大值原理得到了计划周期内的最优的广告投入策略。最后给出了数值算例,验证了模型的有效性。  相似文献   

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讨论了含有预定销售系统的变质性商品在限定时期内的订货和价格策略问题,在考虑允许顾客在预售期间取消订单且现售期间变质率为常数的前提下,建立了数学模型,分析了预售期和现售期的最优销售价格及最优订货批量和最优订货次数,并给出了相应的算例。  相似文献   

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This paper examines the pricing behavior of a risk‐averse monopolistic firm under demand uncertainty. The firm produces a single good at a constant marginal cost. To facilitate sales, the firm uses a two‐part pricing contract that includes a membership fee and a selling price per unit. The good is sold to a continuum of heterogeneous consumers who are subject to a common demand shock. We show that the global and marginal effects of risk aversion are to push the unit price closer to the constant marginal cost and to shrink the market coverage so as to limit the firm’s risk exposure to the demand uncertainty. The more risk‐averse firm as such charges a higher membership fee to consumers. We further show that an increase in the fixed cost of production induces the firm to lower (raise) the unit price, to raise (lower) the membership fee, and to shrink (enlarge) the market coverage under decreasing (increasing) absolute risk aversion. The firm’s optimal two‐part pricing contract, however, is unaffected by changes in the fixed cost under constant absolute risk aversion. Finally, we show that a mean‐preserving‐spread increase in the demand uncertainty induces the firm to lower the unit price, to raise the membership fee, and to shrink the market coverage under either decreasing or constant absolute risk aversion. The firm’s risk preferences as such play a pivotal role in determining the optimal two‐part pricing under demand uncertainty. Copyright © 2013 John Wiley & Sons, Ltd.  相似文献   

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This paper examines the optimal two‐part pricing under cost uncertainty. We consider a risk‐averse monopolistic firm that is subject to a cost shock to its constant marginal cost of production. The firm uses two‐part pricing to sell its output to a continuum of heterogeneous consumers. We show that the global and marginal effects of risk aversion on the firm's optimal two‐part pricing are to raise the unit price and lower the fixed payment. We further show that an increase in the fixed cost of production induces the firm to raise (lower) the unit price and lower (raise) the fixed payment under decreasing (increasing) absolute risk aversion. The firm's optimal two‐part pricing is unaffected by changes in the fixed cost under constant absolute risk aversion. Finally, we show that a mean‐preserving spread increase in cost uncertainty induces the firm to raise the unit price and lower the fixed payment under either decreasing or constant absolute risk aversion. Copyright © 2011 John Wiley & Sons, Ltd.  相似文献   

13.
讨论了含有预定销售系统的变质性商品在限定时期内的订货和价格策略问题,在考虑允许顾客在预售期间取消订单且现售期间变质率为常数的前提下,建立了数学模型,分析了预售期和现售期的最优销售价格及最优订货批量和最优订货次数,并给出了相应的算例.  相似文献   

14.
本文从信息甄别原理出发,提出企业可进行最优非线性定价,克服企业定价中因信息非对称、难以确切了解每位需求者的支付意愿而导致的定价困境。通过市场调研将目标市场细分为不同类型,再利用信息甄别原理,针对所划分的各需求类型,设计出一套非线性的价格表供顾客选择,由其自行揭示自己的支付意愿,以最大限度提高企业利润。  相似文献   

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本文运用20世纪70年代后期发展起来的非线性定价理论对中国移动通信公司的全球通和神州行定价方式的福利状况进行了研究。从中发现,在全球通和神州行现行的定价方式下存在一个任何消费者都不会在其间消费的产量陷阱,因此存在社会总福利的损失,而通过一个简单的非线性定价策略,可以降低这一产量陷阱并提高社会总体福利水平,并且求出了这一策略的最优形式。本项研究还表明,要成功地实行非线性定价,仅仅依靠传统的需求曲线是不够的,必须获得更多的有关消费者类型的信息。  相似文献   

16.
广告媒体传播策略是企业营销战略的重要一环,媒体组合的终极目标是协助达成产品营销的目的,而营销的成功有赖于杰出的广告媒体组合策略。文章试从分众时代下,目标受众的生活片段实施立体化、无缝化传播策略角度,探讨广告的媒体传播策略。  相似文献   

17.
广告媒体传播策略是企业营销战略的重要一环,媒体组合的终极目标是协助达成产品营销的目的,而营销的成功有赖于杰出的广告媒体组合策略。文章试从分众时代下,目标受众的生活片段实施立体化、无缝化传播策略角度,探讨广告的媒体传播策略。  相似文献   

18.
广告媒体传播策略是企业营销战略的重要一环,媒体组合的终极目标是协助达成产品营销的目的,而营销的成功有赖于杰出的广告媒体组合策略。文章试从分众时代下,目标受众的生活片段实施立体化、无缝化传播策略角度,探讨广告的媒体传播策略。  相似文献   

19.
Conclusion In the present paper, I have carried out an investigation into the form of models which would be suitable for economy-wide planning. Optimal growth models have usually been constructed in an abstract framework. Therefore, the economies for which optimal growth models would be suitable are not identified. I have shown that, because these models only embody purely physical constraints, they will, in general, only be suitable for totally controlled economies. The conclusion, establishing the general inapplicability of optimal growth models to non-controlled economies, is dependent on the view of economic planning which regards the economic structure, particularly the scope of government policy, as fixed prior to plan construction.The second half of the paper elucidates the nature of the planning process when planners take into account the economic structure of the economy which they are planning. I have deliberately chosen to show the planning process in an abstract context for a simple economy, because the object is not to describe how to plan a particular type of economy, but to describe a methodology of planning. In that methodology, there is a place for optimal growth methods but only after the planners have given utmost consideration to the particular features of the economy they are planning. In using that methodology, one finds that problems must be confronted which are hidden when optimal growth models are formulated in the usual manner. Thus, planning for an infinite horizon may be the planners' preferred method on some basic philosophical grounds but in fact in order to construct an implementable plan they may need to follow the uncontrolled sector and adopt a pragmatic finite horizon approach.This paper is a revised version of a chapter of my Ph.D. thesis at the University of Pennsylvania. I would like to thank my adviser, Don Green, for many helpful comments.  相似文献   

20.
钢铁企业的炼钢连铸计划调度问题一直是学术界和企业界研究的热门课题。炼钢连铸生产计划调度系统是钢铁企业制造执行系统的重要组成部分,在企业的生产管理中起着承上启下的作用。本文首先简述了炼钢连铸计划调度理论的发展历程和生产工艺流程,并进一步描述了炼钢连铸计划编制的流程。针对炼钢连铸计划调度的现场要求,架构了炼钢连铸计划调度优化系统的功能模块,并较详细地说明了各功能模块的功能特点。该系统不仅能对静态调度计划应用多种优化方法进行编制,而且对复杂生产环境的各类响应事件可以做到快速响应,满足动态调度的要求,保证生产的稳定顺行。  相似文献   

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