| Currently many problems exist in traditional Marketing Practice Teaching Practise in college, such as contents for practiced are repeated and limited, opportunities are inequal, students cannot take into practice area deeply, and so on. Thus a Modern Marketing Teaching Model based on computer simulation and virtual market would have great value, which is introduced and analyzed in this thesis. It is designed according to specific lessons of marketing practice teaching, so as to meet students' practice needs and further aid their learning process with a new teaching model.A Modern Marketing Simulation Teaching System has been investigated, analyzed and designed in this thesis, and the latest struts-MVC technology is applied in the software architecture design, which was a great help to the successful development of the system.This thesis is composed of five chapters. In chapter 1, a summary of comparison between traditional Marketing Practice Teaching Practise and Modern Marketing Simulation Teaching is given. The two teaching modes are compared and the predominances of Modern Marketing Simulation Teaching are analysed. The feasibility of computer aided simulation teaching system on modern marketing subject is demonstrated based on the demand of modern marketing teaching practice and the related technology of our company. We introduce the relational work on this area, and give the comment on some prevalent simulation marketing teaching systems.In chapter 2, the framework applied in architecture of our software system and IDE tool used during development are introduced. The struts-MVC framework applied in our software system is one of the advanced techenology in Java Web application, we describe the basic concept, structure, mechanism, package, configuration files and tag library. In our project development, Eclipse IDE tool is used to improve the efficiency. As a tool designed by extension point principle, Eclipse can use plugins to extend its function.In chapter 3, the analyses and design of the Modern Marketing Simulation Teaching System has been given. Firstly we analyse the system's functions. Some important subjects such as virtual market, virtual time, company competition simulation are investigated. Secondly, we analyse the system's requirements in details, which includes system workflows and businessmodules. The system is composed of the following modules: user management, parameter management, market research, market segmentation, SWOT analysis, competition stratagem analysis, product development, product manufacture, product packing, product pricing, advertisement managerment, sales promotion management, marketing channels managerment and auto buying. Thirdly, we introduce the design of system architecture and business components. The business components includes: virtual time, report management, product development and pricing, sales management, auto buying and grade management. Finally, the design of "runtime parameter setting" module is introduced in more detail, which applied struts-MVC framework.Key technologies of the system are introduced in chapter 4. The virtual marketing model includes auto buying mechanism which occurs between virtual customer and product manufactured by virtual company. The virtual time mechanism provides the time measurement for the virtual market. Some important problems are solved, including key business time point, multiple virtual time axis, virtual time which could be broken, performance of virtual time in client-side. Oracle Sql constructor can export Sql command which could be executed by Oracle Database, and it is based on the intelligent treatment to data submited by the web form, which greatly improves programmers' development efficiency. Rockey encryption component is designed to protect the copyright of the system, which is based on hardware encryption, and provides much higher encryption level.In chapter 5, the comment of the our Modern Marketing Simulation Teaching System has been given. From the view of techcnology, we successed in the transfer of system's architecture from simple B/S to struts-MVC, which also brings about better criterion and restriction to our project. Oracle database is used to store the business, data, which has much better performance in Internet computing environment, Java support and security strategy. As to the market, the sales data of the system in the last quarter 2004 is used to descirbe the user expectation and market potential, those datum include the statistics in quantity of the customer had bought, the potential customer and the total customer. As for teaching effect, the application of the system can greatly improve teaching efficiency of Modern Marketing and promote the prevalence of marketing simulation lab in colleges.
|
PDF Full Text Request