Research On Promotion Proposal Fitness In Chain Business Based On Context Knowledge

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.