Fuzzy linguistic Approach to Selection of Marketing Strategies
DOI:
https://doi.org/10.52575/2687-0932-2023-50-2-410-422Keywords:
marketing, promotion strategy, decision-making, linguistic expressions, fuzzy setsAbstract
The development of the market situation, increasing the interconnectedness of commodity markets and service markets through electronic commerce, the possibility of delivering goods to customers around the world significantly increases the level of competition in the development of enterprises. In this case, the role of the correct formation and selection of a marketing strategy that determines the positioning of the company in the market and the promotion of individual product positions increases significantly. The paper considers the problem of choosing marketing strategies to promote products in the uncertain market situation. The purpose of the study is to increase the validity of choosing an alternative marketing strategy from the available set. The achievement of the research goal is ensured through the use of a fuzzy linguistic model based on Hesitant Fuzzy Linguistic Term Sets. The result of the study is a decision-making scheme for choosing a marketing strategy based on a fuzzy linguistic model. The proposed mechanism for making marketing decisions in conditions of uncertainty allows us to directly take into account the fuzzy linguistic assessments of experts of marketing strategy options when ordering by the level of superiority. As a result, the expert does not need to roughen his estimates, or use artificial numerical scales in the examination process. The results of applying the proposed approach to the task of choosing a marketing strategy for promoting an online educational resource have shown the applicability and effectiveness of a new fuzzy linguistic approach.
Downloads
References
Антонов В.Н., Ювко А.А. 2020. Механизм реализации стратегии развития спортивного маркетинга. Вести автомобильно-дорожного института. 2: 131-138.
Анцев В.Ю., Васин Л.А., Чачина Е. Б., Коровкина Н. И. 2021. Модель рыночной ориентации промышленного предприятия на основе выбора маркетинговой стратегии. Экономический анализ: теория и практика. Т. 20, № 8(515): 1462-1477. – DOI 10.24891/ea.20.8.1462.
Барышникова Л.П. 2022. Выбор рациональной маркетинговой интернет-стратегии в условиях неопределенности. Сборник научных работ серии "Экономика". № 25: 57-65. DOI 10.5281/zenodo.6466982.
Демидовский А.В., Бабкин Э.А. 2019. Разработка распределенной лингвистической системы поддержки принятия решений. Бизнес-информатика. 13(1): 18-32. DOI 10.17323/1998-0663.2019.1.18.32.
Журавлев В.А. 2019. Математические методы и модели принятия маркетинговых решений: учеб. метод. пособие. Минск: БГУИР, 91 с.
Изакова Н.Б., Елькина К.С. 2021. Матричный метод Росситера - Перси при разработке коммуникационной стратегии производителя хлебобулочных изделий. e-FORUM. Т. 5, № 2(15).
Киселева И.А., Искаджян С.О. 2017. Методы оценки эффективности и степени риска маркетинговых стратегий. ИТ-портал, № 1 (13).
Комарова С.Н., Мишурова А.Ю. 2020. Выбор маркетинговой стратегии сервисного предприятия для обеспечения устойчивого развития. Естественно-гуманитарные исследования. 28(2): 119-128. – DOI 10.24411/2309-4788-2020-10087.
Лазарева Е.Н. 2019. Выбор маркетинговой стратегии развития компании на основе теории статистических игр. Juvenis Scientia. № 9-10: 14-16. – DOI 10.32415/jscientia.2019.09-10.03.
Лепехина Ю.А. 2018. Выбор стратегии стивидорной компании на основе маркетингового анализа. Экономика устойчивого развития. 2(34): 200-213.
Мелехин В.Б., Хачумов М.В. 2020. Нечеткие семантические сети как адаптивная модель представления знаний автономных интеллектуальных систем. Искусственный интеллект и принятие решений. 3: 61-72. DOI 10.14357/20718594200306.
Нагапетьянц Н.А., Тарасова Е.Е. 2011. Стратегии маркетинга и оценка эффективности их реализации. Вестник белгородского университета кооперации, экономики и права. 1: 76-83.
Смольянинова И.В., Ахмедов А.Э., Шаталов М.А. 2016. Методический подход к оценке и выбору эффективных маркетинговых стратегий предприятия. Синергия. 4: 71-83.
Althuizen N., Wierenga B., Chen B. 2016. Managerial Decision-Making in Marketing: Matching the Demand and Supply Side of Creativity. Journal of Marketing Behavior. 2. 129-176. 10.1561/107.00000033.
Dawalibi A., Al-Dali I., Alkhayyal B. 2020. Best Marketing Strategy Selection Using Fractional Factorial Design with Analytic Hierarchy Process. MethodsX. 7. 100927. 10.1016/j.mex.2020.100927.
Gonzalez M. R., Carrasco R., Sanchez-Figueroa C., Gavilan D. 2021. An RFM Model Customizable to Product Catalogues and Marketing Criteria Using Fuzzy Linguistic Models: Case Study of a Retail Business. Mathematics. 9. 1836. 10.3390/math9161836.
Herrera F., Martinez L. 2000. A 2-tuple fuzzy linguistic representation model for computing with words. IEEE Transactions on Fuzzy Systems, 8(6): 746–752.
Huchang L., Xu Z. 2017. Hesitant Fuzzy Set and Its Extensions. Hesitant Fuzzy Decision Making Methodologies and Applications - Uncertainty and Operations Research. pp. 1-36 10.1007/978-981-10-3265-3_1.
Loginov I.V., Eremenko V.T., Eremenko S.V. [et al.] 2021. The decision making method for reconfiguration of adaptive infocommunication systems. Advances in Dynamical Systems and Applications. 16(1): 335-353.
Martinez L., Herrera F. 2012.An overview on the 2-tuple linguistic model for computing with words in decision making: Extensions, applications and challenges, Information Sciences, 207(1): 1-18.
Meng L., Li L. 2022. Time-sequential hesitant fuzzy set and its application to multi-attribute decision making. Complex & Intelligent Systems. 8. 10.1007/s40747-022-00690-0.
Mohaghar A., Fathi M.R., Zarchi M., Omidian A. 2012. A combined VIKOR–fuzzy AHP approach to marketing strategy selection. Business Management and Strategy. 3. 10.5296/bms.v3i1.957.
Raghunathan K., Ravichandran K.S., Kar S., Gupta P., Mehlawat M. 2021. Double-hierarchy hesitant fuzzy linguistic term set-based decision framework for multi-attribute group decision-making. Soft Computing. 25. 1-21. 10.1007/s00500-020-05328-2.
Rodrıguez R.M., Martınez Luis, Herrera Francisco. 2012. Hesitant Fuzzy Linguistic Term Sets for Decision Making. IEEE transactions on fuzzy systems. february 2012. IEEE Transactions on Fuzzy Systems 20(1): 109-119.
Rodrıguez R.M., Labella A., Martınez L. 2016. An overview on fuzzy modelling of complex linguistic preferences in decision making, International Journal of Computational Intelligence Systems, 9(1): 81-94.
Tarka P., Łobiński M. 2014. Decision Making in Reference to Model of Marketing Predictive Analytics – Theory and Practice. Management and Business Administration. Central Europe. 22. 60-69. 10.7206/mba.ce.2084-3356.90.
Wang L., Li H., Zhang J., Yang J. 2022. Grey Relational Analysis Method for Probabilistic Double Hierarchy Linguistic Multiple Attribute Group Decision Making and Its Application to College Tennis Classroom Teaching Effect Evaluation. Mathematical Problems in Engineering. 1-17. 10.1155/2022/7419496.
Wierenga B., Lans R. 2017. Marketing Decision Models: Progress and Perspectives. 10.1007/978-3-319-56941-3_1.
Zahay D., Griffin A. 2010. Marketing strategy selection, marketing metrics, and firm performance. Journal of Business & Industrial Marketing. 25. 84-93. 10.1108/08858621011017714.
Zhang M., Cao Ch. 2021. A 2-order Additive Fuzzy Measure Identification Method Based on Hesitant Fuzzy Linguistic Interaction Degree and Its Application in Credit Assessment. 10.21203/rs.3.rs-221239/v1.
Zhang Y., Guan X. 2017. Journal of Intelligent & Fuzzy Systems. 32. 2679-2695. 10.3233/JIFS-16723.
Abstract views: 68
Share
Published
How to Cite
Issue
Section
This work is licensed under a Creative Commons Attribution 4.0 International License.
