| ERP沙盘模拟经营大赛中的广告投放分析 |
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| 引用本文： | 马银忠,邱胜海.ERP沙盘模拟经营大赛中的广告投放分析[J].价值工程,2012,31(35):10-12. |
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| 作者姓名： | 马银忠 邱胜海 |
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| 作者单位： | 南京工程学院,南京,211167 |
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| 基金项目： | 南京工程学院2010年校级教学改革项目 |
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| 摘 要： | 针对ERP沙盘模拟经营大赛初期的广告投入困惑,根据实际比赛数据分析出比赛初期存在诸多决策的不确定性,指出为了争取"市场老大"地位而盲目投放广告费是一种非理性行为。根据"美女困惑"博弈论,对陷入高广告投入困境的原因进行分析,得出较小的、合理的广告投放才是较优的选择。
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| 关 键 词： | ERP沙盘 比赛数据 广告 决策 博弈论 |
Advertising Analysis in ERP Sand Table Business Simulation Competition |
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| MA Yin-zhong
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QIU Sheng-hai.Advertising Analysis in ERP Sand Table Business Simulation Competition[J].Value Engineering,2012,31(35):10-12. |
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| Authors: | MA Yin-zhong QIU Sheng-hai |
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| Institution: | MA Yin-zhong;QIU Sheng-hai(Nanjing Institute of Technology,Nanjing 211167,China) |
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| Abstract: | Aiming at the perplexity of early advertising put into the ERP sand table game,according to analysis of the actual game data,there are many uncertainty decision.It is a kind of irrational behavior that put advertisements blindly in order to fight for the "market leader".According to "beautiful confusion" game theory,there are some reasons in the perplexity of a high-advertising.Smaller,reasonable advertising is the better choice. |
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| Keywords: | ERP sand table game data advertise decision game theory |
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