IMPLEMENTING A SUBJECTIVE MCI MODEL - AN APPLICATION TO THE FURNITURE MARKET

被引：13

作者：

CLIQUET, G

机构：

[1] Université d'Angers, 49045 Angers Cedex 01

来源：

EUROPEAN JOURNAL OF OPERATIONAL RESEARCH | 1995年 / 84卷 / 02期

关键词：

MARKETING; COMMERCE; MCI MODEL; PROMOTION; SIMULATION;

D O I：

10.1016/0377-2217(93)E0313-M

中图分类号：

C93 [管理学];

学科分类号：

12 ; 1201 ; 1202 ; 120202 ;

摘要：

The MCI model is implemented in a subjective approach to managing store attraction. An application has been made to a spatial retail furniture market. The zeta-squared transformation is used to introduce consumer judgments collected as perceptions of the most determinant store attraction factors. Once the MCI model has been calibrated, various promotional offers are assessed by using the trade-off model. The resulting utility values are then introduced into the MCI model in a simulation of promotion.

引用

页码：279 / 291

页数：13

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