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整合营销作为营销学界的研究热点,在管理实践和学术界的共同探索下,逐步形成以理念为基础的理论体系。对该理论的定量化研究,使之更具科学性。将人工神经网络方法引入整合营销理论的定量化研究中,建立神经元网络模型,选取相似条件下的整合营销样本进行训练,然后将测试对象相关数据代入该模型中,预测出营销效果,为IMC战略制定者提供决策依据。
As a research hotspot in the marketing research field, integrated marketing has gradually formed a theoretical system based on the concept under the common exploration of management practices and academic circles. Quantitative research on this theory makes it more scientific. The artificial neural network method is introduced into the quantitative research of integrated marketing theory, the neural network model is established, the integrated marketing sample under similar conditions is selected for training, and then the relevant data of the test object is substituted into the model to predict the marketing effect. Strategy makers provide a basis for decision making.