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Как Нерациональная Маркетинговая Стратегия Может Привести К Экономическому Успеху: Математическая Модель, Учитывающая Психологические Факторы

Author

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  • Томашевский И.Л.i
  • *
  • Аксенов В.В.ii
  • **

Abstract

i Северный (Арктический) федеральный университет, Высшая школа информационных технологий и автоматизированных систем, Архангельск ii Высшая инженерная школа, Архангельск * E-mail: i.tomashevskii@gmail.com ** E-mail: v.aksenov@narfu.ru Аннотация. Поведенческая экономика является одной из самых бурно развивающихся отраслей экономической науки. Она фиксирует глубокое влияние психологических факторов на развитие экономических процессов и помогает понять воздействие психологии на принятие экономических решений. В данной работе построена математическая модель развития предприятия, производящего и реализующего свою продукцию на потребительском рынке. Модель учитывает основные психологические факторы, определяющие спрос на продукцию: стартовую рекламу, рекламу путем сарафанного радио, эффекты, обусловленные дисбалансом спроса и предложения, а также маркетинговую стратегию производителя продукции. Показано, что во многих случаях слабая реакция производителя на ситуацию, складывающуюся на потребительском рынке, открывает простор для действия психологических факторов и приводит к эффективному экономическому развитию предприятия. И наоборот, строгий контроль ситуации на рынке и действия, которые кажутся экономически обоснованными, могут заглушить психологические факторы и привести к экономическому застою или упадку. Модель формулируется в терминах дифференциальных уравнений.

Suggested Citation

  • Томашевский И.Л.i & * & Аксенов В.В.ii & **, 2019. "Как Нерациональная Маркетинговая Стратегия Может Привести К Экономическому Успеху: Математическая Модель, Учитывающая Психологические Факторы," Журнал Экономика и математические методы (ЭММ), Центральный Экономико-Математический Институт (ЦЭМИ), vol. 55(2), pages 98-103, апрель.
    • Handle: RePEc:scn:cememm:v:55:y:2019:i:2:p:98-103
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    References listed on IDEAS

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