Research On Marketing Strategy Based On The Perspective Of “Decision-making Forces Theory”

From the perspective of human nature,decision-making forces theory holds that policymakers are a combination of rational and irrational and consider not only economic factors but also non-economic factors in making decisios.On this basis,decision-making forces theory introduces the idea of marginal analysis from economics and innovatively puts forward the concept of “marginal prediction utility”.Based on the “marginal predictive utility” and subjective probability,this thesis proposes decision-making forces function according to the "analysis pros and cons" thinking mode of human.A framework for analyzing individual decision problems is constructed.On the basis of combing and summarizing the modern marketing theories,this thesis explains consumer purchasing behavior and marketing strategy from the perspective of decision making forces theory.By comprehensive using systematic methods,theoretical analysis methods et al,this thesis re-sort out the existing business marketing strategy from the perspective of decision making forces theory.There are two aspects of innovation:First,this thesis explains consumer purchasing behavior and marketing strategy from the perspective of decision making forces theory.When product's decisionmaking power(D value)is non-negative,the product is considered worth buying.When the D value is greater than others,comsumer'll choose the product with bigger D vaule.Marketing strategies affect D value by affect one or more variables of the five decision variables,thereby affecting the consumer purchasing behavior.Second,this thesis re-sort out the existing business marketing strategy from the perspective of decision making forces theory.According to the decision-making variables of the impact of marketing strategy is different,the corporate marketing strategy is divided into five types.Although decision making forces theory can explain various individual decisionmaking problems,it still has its limitations.The specific forms of marginal prediction utility and subjective probability also need to be studied.In addition,the applications of Decision making forces theory in other fields of management theory needs continue discussion in the future.