期刊文献+
共找到2篇文章
< 1 >
每页显示 20 50 100
大众市场中传统武术如何与跆拳道开展竞争——基于消费者视角的研究 被引量:3
1
作者 宋妍 吴然丰 《当代体育科技》 2020年第30期204-206,共3页
中国传统武术作为我国民族传统体育项目的重要组成部分,2008年武术更是被列为北京奥运会上的比赛项目,中国传统武术未来的发展成为业界人士关注的焦点。但是在市场推广程度上来看,大众市场中武术项目推广远远不及韩国的跆拳道、日本的... 中国传统武术作为我国民族传统体育项目的重要组成部分,2008年武术更是被列为北京奥运会上的比赛项目,中国传统武术未来的发展成为业界人士关注的焦点。但是在市场推广程度上来看,大众市场中武术项目推广远远不及韩国的跆拳道、日本的空手道等项目的普及程度高。面对外来体育项目的冲击,传统武术应该如何发展成为了极有价值的研究课题。 展开更多
关键词 传统武术 大众市场 武术项目 市场推广
下载PDF
Dynamic Promotional Resource Allocation for Segment Specific and Spectrum Effect of Promotion for a Product Line Incorporating Repeat Purchase Behavior 被引量:1
2
作者 Prakash Chandra Jha Prerna Manik Anshu Gupta 《American Journal of Operations Research》 2013年第3期350-362,共13页
Promotion is an essential element in the marketing mix. It is used by businesses to inform, influence and persuade customers to adopt the products and services they offer. Without promotion, business would be stagnant... Promotion is an essential element in the marketing mix. It is used by businesses to inform, influence and persuade customers to adopt the products and services they offer. Without promotion, business would be stagnant and lack substantial growth because the brands would have low visibility in the market. Moreover, today’s vast and assorted markets comprise of customers with different needs and varied behavior. So it is rarely possible for companies to satisfy all customers by treating them alike. Thus there arises a need to divide the market into segments having customers with similar traits/characteristics. After identifying appropriate market segments, firms can design differentiated promotional campaigns for each segment. At the same time there can be a mass market promotional campaign that reaches different segments with a fixed spectrum. Also since promotional effort resources are limited, one must use them judiciously. In this paper, we formulate mathematical programming problem under repeat purchase scenario, which optimally allocates mass promotional effort resources and differentiated promotional effort resources across the segments dynamically in order to maximize the overall sales obtained from multiple products of a product line under budgetary and minimum sales aspiration level constraint on each product under consideration in each segment. The planning horizon is divided into multi periods, the adoption pattern of each product in each segment is observed in every subinterval and accordingly promotional effort allocations are determined for the next period till we reach the end of planning period. The optimization model has been further extended to incorporate minimum aspiration level constraints on total sales for each product under consideration from all the segments taken together. The non linear programming problem so formulated is solved using differential evolution approach. A numerical example has been discussed to illustrate applicability of the model. 展开更多
关键词 market Segmentation DIFFERENTIATED market promotion mass market promotion SPECTRUM EFFECT promotional Effort Allocation REPEAT Purchase Product Line Non Linear Programming Problem Differential Evolution
下载PDF
上一页 1 下一页 到第
使用帮助 返回顶部