ニューラルネットワークを用いたセールスプロモーション戦略決定支援システム

概要

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The authors propose a system which supports the decision making to sales promotion strategies for marketing managers by neural networks. The system is composed of two main processes : (1) process of making alternative promotional plans and (2) process of evaluating the alternatives. The neural networks are used to learn the dynamics between sales quantities and promotional activities based on retail store level scanner data. In the first process, alternative promotional plans to achieve user's target sales quantities are made using behavior. In the second process, the alternatives are evaluated from the aspects of gross sales. The system offer useful information of alternative promotional plans, and then marketing managers can determine the most effective strategy based on the information of the system. Finally, it is shown that the system is applied to the instant coffee market as a typical example, and each promotional plan of the system is discussed.
東海大学の論文