Research And Development Of Marketing Mix Decision Support System

Along with the economic globalization becoming apparent, the information technology improving daily, the customer value appearing more important, and the competition between enterprises now being fiercer than before, marketing decision as the primary part of business decision-making will be faced with new opportunities and challenges. Therefore, how to make full use of modern management optimization decision-making theory, how to strengthen the modern enterprise marketing decision-making, how to improve market situation analysis capabilities, how to integrate marketing mix optimization decision theory and how to build models of single marketing factors decision-making and factor-mixed decision-making, especially with the help of modern information technology to create the marketing mix model-based decision support system have important practical significance. It helps us enhance the ability to catch the market opportunities, scientific decision-making level, competitiveness and economic efficiency.In this paper, the purpose is to raise the level of enterprise scientific decision-making, competitiveness and economic efficiency. The theory of marketing mix decision-making is the core theme of the paper. The main and in-depth study of the paper is to construct the decision-making models of marketing mix and carry out the marketing mix decision support system with modern information technology. Firstly, this paper discusses the evolution of the marketing mix theory through the comparison of different marketing concepts and learning from various methods of marketing models, then shows the importance of this topic and practical significance. Secondly, on the base of single marketing factors operation mode, respectively, construct price and non-price factors market response models, deduced the price optimization models under the sales maximization and profit maximization, and the marginal effect maximization and the effective input scale of non-price factor decision-making models. Thirdly, based on the market characteristics of price and non-price factors, respectively establish the price and non-price factors marketing attractive models under the competitive conditions, which uses game theory to construct corresponding Countermeasures matrix and solves it with linear programming model. Furthermore, it discusses the deferred marketing effect of the non-price factors, and does the combination of marketing principles and methods carried out in-depth studies on the price and non-price factors decision-making. Finally, be based on the theory, method and model studies above, with the application of modern information technology, do the overall development of the analysis, design and implementation of the marketing mix decision support system, and supplemented with simulated data to show the effective of marketing mix decision-making models .The main contribution of this paper is, under changeable market demand and market competition rules oriented, to construct response marketing model of market factors, to deduce the price and non-price factors optimizing decision-making models, to build the attractive models of marketing factors and corresponding Countermeasures matrix, to show the marketing factors mix principles and their interaction in-depth study and to complete the development of corresponding marketing mix decision support system.