A DSS-Based Dynamic Programming for Finding Optimal Markets Using Neural Networks and Pricing

Document Type: Research Paper

Author

Department of Industrial Engineering, School of Engineering, Damghan University, Damghan, Iran

Abstract

One of the substantial challenges in marketing efforts is determining optimal markets, specifically in market segmentation. The problem is more controversial in electronic commerce and electronic marketing. Consumer behaviour is influenced by different factors and thus varies in different time periods. These dynamic impacts lead to the uncertain behaviour of consumers and therefore harden the target market determination. Real time decision making is a crucial task for obtaining competitive advantage. Decision Support Systems (DSSs) can be an appropriate process for taking real time decisions. DSSs are classified as information system based computational systems helping in decision making supporting business decision making and facilitate data collection and processing within market analysis. In this paper, different markets exist that are supplied by a producer. The producers need to find out which markets provide more profits for more marketing focuses. All consumers’ transactions are recorded in databases as unstructured data. Then, neural network is employed for large amount of data processing. Outputs are inserted to an economic producer behaviour mathematical model and integrated with a proposed dynamic program to find the optimal chain of markets. The sensitivity analysis is performed using pricing concept. The applicability of the model is illustrated in a numerical example.

Keywords

Main Subjects


Article Title [فارسی]

برنامه ریزی پویای مبتنی بر سیستم پشتیبان تصمیم برای یافتن بازارهای بهینه با استفاده از شبکه های عصبی و قیمت گذاری

Author [فارسی]

  • حامد فضل الله تبار
گروه مهندسی صنایع، دانشکده فنی و مهندسی، دانشگاه دامغان، دامغان، ایران
Abstract [فارسی]

یکی از چالش های اساسی در تلاش برای بازاریابی ، تعیین بازارهای بهینه به طور خاص در تقسیم بازار است. مشکل در تجارت الکترونیکی و بازاریابی الکترونیکی بحث برانگیزتر است. رفتار مصرف کننده تحت تأثیر عوامل مختلفی است و بنابراین در دوره های زمانی مختلف متفاوت است. این تأثیرات پویا منجر به رفتار نامشخص مصرف کنندگان می شود و بنابراین تعیین بازار هدف را سخت تر می کند. تصمیم گیری بلادرنگ یک کار مهم برای به دست آوردن مزیت رقابتی است. سیستم های پشتیبانی تصمیم (DSS) می توانند یک فرایند مناسب برای تصمیم گیری بلادرنگ باشند. DSS ها به عنوان سیستم های محاسباتی مبتنی بر سیستم اطلاعات طبقه بندی می شوند که تصمیم گیری، حمایت ازتصمیم گیری کسب و کار، جمع آوری و پردازش داده ها را در تحلیل بازار تسهیل می کنند. در این مقاله ، بازارهای مختلفی وجود دارد که توسط یک تولید کننده تأمین می شود. تولیدکننده باید دریابد که کدام بازار سود بیشتری را برای تمرکز بیشتر بازاریابی فراهم می کند. تمام معاملات مصرف کنندگان به عنوان داده های بدون ساختار در بانکهای اطلاعاتی ثبت می شوند. سپس ، شبکه عصبی برای حجم زیادی از پردازش داده ها به کار می رود. خروجی ها به یک مدل ریاضی رفتار اقتصادی تولید کننده وارد می شوند و برای یافتن زنجیره بهینه بازارها با یک برنامه پویای پیشنهادی یکپارچه می شوند. تجزیه و تحلیل حساسیت با استفاده از مفهوم قیمت گذاری انجام می شود. کاربرد مدل در یک مثال عددی نشان داده شده است.

Keywords [فارسی]

  • فناوری اطلاعات
  • سیستم پشتیبان تصمیم
  • شبکه عصبی پرسپترون
  • برنامه ریزی پویا
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