| Effective marketing resource allocation is a rational distribution among the key elements of marketing such as brand, advertisement, selling promotion and personal selling ,etc, which can make limited resources produce the greatest economic benefits. The effective marketing resource allocation belongs to the category of marketing science.The theory and method of marketing resource allocation develop along two routes. One is qualitative research, the other is quantitative research. In practice, the application of the theory stays in qualitative research phase. The decision-maker of enterprises allocates marketing resources by experience, which is unscientific, subjective and random In theory, quantitative research gains optimization through building sales response function and profit equation, which is comparative scientific and reliable. But the research of sales response function stays at static model based on certain factor. The research is lack of further analysis of uncertain competitive factors, so its application is limited.This article presents an effective marketing resource allocation model, which is based on game-theoretic analysis on the competitor. This model is on the basis of the modern theory of effective marketing resource allocation. Further more, competition is taken as an important factor, and the influence of macroscopical environment is also considered at the same time. So the research of model is more practical in order to give the support to the decision.At present, most scholars study this problem utilize sales response function to embody variable's effect on sales volume. Most sales response functions adopt Cobb –Douglas function form .Its form is as follows:In the function:--Sales volume --Price --Advertising expense--Sales promotion expenses--Constantare just the sales elasticities ofWe can educe profit function after ascertaining sales response function. Its form is as follows:.The value that first derivative is equal to zero is the optimum value.What this study adopt is also this function. But the innovation of this study lies in specifying the index of variables. Sales response function adjusts accordingly. First, producing original sales response function by estimation method. Namely, we do not consider the competition and change of the external environment condition, simply to consider the change of marketing factors, which have impact on sales volume .So we can gain the function:.The second step, we take the competitor's behavior into account, analysizing the mutual influence between the enterprise and the competitor by applying complete information dynamic game theory. We can find that the competition affects on sales elasticity, so we present to embody the influence. Therefor, we gain the new sales response function:.We also need to carry on corresponding adjustment according to external environment condition . The third, on the base of previous steps of adjustment, we introduce variable to reflect external environmental factor. The final sales response function is.Accordingly, the final profit function is So, we can work out the optimum marketing resource association .equation of profits to ask out the optimum resource distribution association.Any theory and model can be used and examined in the real enterprise tactics, could realize the value that is studied .And it is essential to revise and perfect constantly. Though the process of electronization is accelerated day by day, a lot of tedious treatment is all to finish through the computer. But how to revise model according to external change can't be ignored while using. operating approach to the model: First, localization of the brand. When allocate marketing resources, we should define the market competitive position that this brand is in (namely leader, challenger, follower or person who fills a vacancy ) and product life cycle (invest issue , growth stage , mature period or decline phase ) and demand of the product. Second, setting-up of the... |
