基于知识情境的连锁企业促销方案适用性研究
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摘要
通过复制成功的运营模式实现快速扩张和市场占有率的提升,连锁经营已经成长为零售业与服务业中举足轻重的一种商业模式,其发展的内在动力就是企业的经营管理知识。因此,知识管理对连锁企业的重要性不言而喻,而有效的知识转移则是连锁企业知识管理研究中最具代表性的问题之一
如何在各分店具体情况有所不同的条件下,选择适用对象,实现已有成功策略的有效转移,是连锁企业在知识管理过程中亟需解决的一个重要问题。本文在分析连锁零售企业特点的基础上,构建了促销情境模型,实现了对连锁企业促销方案适用性的定量分析及其知识转移对象的选择。本文的主要研究工作如下：
(1)从企业的特性入手,分析情境差异与知识转移有效性的关系,对连锁零售企业促销方案实施的复杂情境元素进行整合和选择。从知识接受方角度,按照能力、市场、地理三个影响知识转移效果的主要维度建立促销知识情境模型。
(2)根据情境要素的层次结构建立情境树模型,用于描述知识情境。在树型结构的基础上设计了知识情境相似度算法。提出了区别节点性质的节点相似度计算方法,和带有权重的情境维度相似度计算方法。同时,根据知识转移对情境匹配的实际需求,区分满意需求和相似需求对转移情境相似度的影响,对带有满意需求的属性分别按照正向满意需求和负向满意需求进行计算。
(3)根据维度相似度,对相似情境进行相似维度集合的划分,为知识转移前期的接收方的相关知识准备和改善提供了参考方法。并给出连锁企业促销方案转移效果的评价方法,对转移效果进行评价。通过一个实例分析验证该方法的有效性。
本文对基于知识情境的连锁企业促销方案适用性问题进行研究,顺应了当前连锁企业对于知识管理工作的实际需求,为辅助促销方案决策实施提供了新的工具。通过促销知识情境要素提取和建模为相关研究提供了定量分析基础。区别节点和带有权重的情境相似度计算方法,解决了实际应用中某些要素难以定量表示的问题和简单相似度计算对转移对象选择结果的偏差影响。
Through copying excellent business model, chain business has been growing rapidly in retail and service industries. The intrinsic motivation of its development is the core knowledge of enterprises. Obviously knowledge management is an important problem for chain. And research on effective knowledge transfer is one of the most representative directions.
There is a knowledge management problem need to solve in chain business. It is how to select appropriate branch shops to achieve effective knowledge transfer of existing successful strategy depending on specific condition of each branch shop. Based on analyzing the characteristics of retail chain business, this paper builds a sales promotion context knowledge model, which is applied to quantitative analysis of promotion proposal fitness and targets selection of knowledge transfer. The main researches are as follows:
(1) On the basis of analysis of relationship between context difference and knowledge transfer efficiency, this paper integrates and selects context elements that do affect sales promotion activities of chain retail enterprises. Build a sales promotion context knowledge model, and establish sales promotion knowledge representation.
(2) A tree-structure model is presented to describe a knowledge context. Based on the presented tree-structure, this paper designs an algorithm to calculate similarities between knowledge contexts. This algorithm contains two parts which are characteristic-depend nodes similarities algorithm and context dimension similarity algorithm. An application case is used to explain this method.
(3) The similar contexts are divided into several similar dimension sets based on its similarity to standard context. It provides a reference method for preparing and improving itself on the perspective of the knowledge receivers. A post-evaluation model based on promotion effect is given to evaluate the effectiveness of knowledge transfer. An application case is used to verify this method. The dissertation is supported by the Major Program of National Science Foundation of China (No.70890080, No.70890083).
The paper studies the context-based promotion proposal fitness in chain business problem, which meet the actual demand in chain business knowledge management. And also provide a new tool for assistant decision making when implement promotion proposal. Because of promotion context elements selection and modeling, a quantitative analysis basis of related researches has been provided. Characteristic-depend node similarity algorithm and context dimension similarity algorithm resolved the problem that some knowledge context elements are difficulty to be quantified.
如何在各分店具体情况有所不同的条件下,选择适用对象,实现已有成功策略的有效转移,是连锁企业在知识管理过程中亟需解决的一个重要问题。本文在分析连锁零售企业特点的基础上,构建了促销情境模型,实现了对连锁企业促销方案适用性的定量分析及其知识转移对象的选择。本文的主要研究工作如下：
(1)从企业的特性入手,分析情境差异与知识转移有效性的关系,对连锁零售企业促销方案实施的复杂情境元素进行整合和选择。从知识接受方角度,按照能力、市场、地理三个影响知识转移效果的主要维度建立促销知识情境模型。
(2)根据情境要素的层次结构建立情境树模型,用于描述知识情境。在树型结构的基础上设计了知识情境相似度算法。提出了区别节点性质的节点相似度计算方法,和带有权重的情境维度相似度计算方法。同时,根据知识转移对情境匹配的实际需求,区分满意需求和相似需求对转移情境相似度的影响,对带有满意需求的属性分别按照正向满意需求和负向满意需求进行计算。
(3)根据维度相似度,对相似情境进行相似维度集合的划分,为知识转移前期的接收方的相关知识准备和改善提供了参考方法。并给出连锁企业促销方案转移效果的评价方法,对转移效果进行评价。通过一个实例分析验证该方法的有效性。
本文对基于知识情境的连锁企业促销方案适用性问题进行研究,顺应了当前连锁企业对于知识管理工作的实际需求,为辅助促销方案决策实施提供了新的工具。通过促销知识情境要素提取和建模为相关研究提供了定量分析基础。区别节点和带有权重的情境相似度计算方法,解决了实际应用中某些要素难以定量表示的问题和简单相似度计算对转移对象选择结果的偏差影响。
Through copying excellent business model, chain business has been growing rapidly in retail and service industries. The intrinsic motivation of its development is the core knowledge of enterprises. Obviously knowledge management is an important problem for chain. And research on effective knowledge transfer is one of the most representative directions.
There is a knowledge management problem need to solve in chain business. It is how to select appropriate branch shops to achieve effective knowledge transfer of existing successful strategy depending on specific condition of each branch shop. Based on analyzing the characteristics of retail chain business, this paper builds a sales promotion context knowledge model, which is applied to quantitative analysis of promotion proposal fitness and targets selection of knowledge transfer. The main researches are as follows:
(1) On the basis of analysis of relationship between context difference and knowledge transfer efficiency, this paper integrates and selects context elements that do affect sales promotion activities of chain retail enterprises. Build a sales promotion context knowledge model, and establish sales promotion knowledge representation.
(2) A tree-structure model is presented to describe a knowledge context. Based on the presented tree-structure, this paper designs an algorithm to calculate similarities between knowledge contexts. This algorithm contains two parts which are characteristic-depend nodes similarities algorithm and context dimension similarity algorithm. An application case is used to explain this method.
(3) The similar contexts are divided into several similar dimension sets based on its similarity to standard context. It provides a reference method for preparing and improving itself on the perspective of the knowledge receivers. A post-evaluation model based on promotion effect is given to evaluate the effectiveness of knowledge transfer. An application case is used to verify this method. The dissertation is supported by the Major Program of National Science Foundation of China (No.70890080, No.70890083).
The paper studies the context-based promotion proposal fitness in chain business problem, which meet the actual demand in chain business knowledge management. And also provide a new tool for assistant decision making when implement promotion proposal. Because of promotion context elements selection and modeling, a quantitative analysis basis of related researches has been provided. Characteristic-depend node similarity algorithm and context dimension similarity algorithm resolved the problem that some knowledge context elements are difficulty to be quantified.
引文
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[12]卢兵,岳亮,廖貅武.企业通过联盟进行隐形知识转移的三阶段模型[J].管理工程学报,2008,22(1)：16-23.
[13]张力,聂鸣.产学合作机构知识转移动力模型的实证研究[J].软科学,2010,24(1)：27-31.
[14]Zander J, Kogut B. Knowledge and the speed of the transfer and imitation of organizational capabilities:an empirical test [J]. Organization Science,1995, 6(1):76-79.
[15]Szulanski G. The process of knowledge transfer:a diachronic analysis of stickiness [J]. Organizational Behavior and Human Decision Processes,2000,82(1):9-27.
[16]Simonin B L. Transfer of marketing know-how in international strategic alliances: an empirical investigation of the role and antecedents of knowledge ambiguity [J]. Journal of International Business Studies,1999,33(3):463-490.
[17]常荔,邹珊刚,李顺才.基于知识链的知识扩散的影响因素研究[J].科研管理,2001,22(5)：122-127.
[18]陈菲琼.企业知识联盟的理论与实证研究[D].杭州：浙江大学,2005.
[19]Yeung A K, Ulrich D 0, Nason S W, et al. Organizational learning capability [M] New York:Oxford University Press,1999.
[20]Sharkie R. Knowledge creation and its place in the development of sustainable competitive advantage [J]. Journal of Knowledge Management,2003,7(12):21-33.
[21]Kostova T. Transnational transfer of strategic organizational practices:a contextual perspective [J]. Academy of management review,1999,24(2):308-324.
[22]Lam A. Tacit knowledge, organizational learning and social institutions:an integrated framework [J]. Organization Studies,2000,21(3):487-513.
[23]Cohen W, Levinthal D. Absorptive capacity:a new perspective on learning and innovation [J]. Administrative Science Quarterly,1990,35(3):128-152.
[24]肖小勇,文亚青.组织间知识转移的主要影响因素[J].情报理论与实践,2005,28(4)：355-358.
[25]王毅,吴贵.产学研合作中粘滞知识的成因与转移机制研究[J].科研管理,2001(11)：114-121.
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