FROM CUSTOMER CHOICE TO ENTERPRISE COUNTERMEASURE: A FIELD THEORY PERSPECTIVE
How the customers making choice is a critical problem to be concerned by the different scholars and practitioners.Although there are a large amount of achievements in existing literatures from various research fields, this article offer a totally new perspective to describe the customer choice process based on classical field theory.It is argued that every customer has the corresponding potential in the static field constructed by the products and the customer will choose the product which can create the maximal potential.Moreover, the choice of the customer is not constant.It will vary with the change of product attractiveness.Therefore, the enterprises increasingly provide customized products in order to capture more customers effectively.Due to limited customized capacity, the enterprises have to cope with the problem how to adjust the positioning of brand or the flexibility of production with limited adjusting budgets.A conditional optimization model is established to solve this problem.All the results show that field theory can be very helpful to quantify many qualitative issues in the process of customer choice and enterprise decision.
Field Theory Customer Choice Customized Capacity Optimization Model
Jing Wang Weiwei Han Michitaka Kosaka
School of Economics and Management, Beihang University, Beijing, 100191, China School of Knowledge Science, Japan Advanced Institute of Science and Technology, Nomi City,923-1292,
国际会议
The 11th International Conference on Industrial Management(第十一届工业管理国际会议)
日本
英文
730-734
2012-08-29（万方平台首次上网日期，不代表论文的发表时间）