Formation advertising strategies of Ukrainian pharmaceutical companies with the use of imitative model-simulators

IF 1.6 Q3 BUSINESS

Journal of Eastern European and Central Asian Research Pub Date : 2019-03-31 DOI:10.15549/JEECAR.V6I1.274

L. Frolova, L. Semerun, Z. Sokolovska, I. Kapustyan

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引用次数: 2

Abstract

The purpose of the article is to study the various processes in the development of advertising strategies of pharmaceutical companies, based on using tools in a multilevel simulation platform – AnyLogic. From this, the specifics of advertising companies in the pharmaceutical market are determined. The study takes into account the influence of various factors of the market environment on the functioning of pharmaceutical firms, their acceptance of specific advertising strategies, and forecasting the results of their implementation in uncertain conditions. The proposed imitative model-simulator is used to prepare advertising strategies for enterprises in the pharmaceutical industry. The performance of the model is displayed through the results of situational simulation experiments, using the leading Ukrainian Pharmaceutical Company OJSC "Farmak" as an example. The processes of carrying out experiments of different types and the possibilities of parametric adjustment to the experiments are demonstrated. The model is proposed to be used in the process of making strategic decisions and during operational monitoring of pharmaceutical products by an advertising company. Thanks to the modularity and sufficiency of the model, it is possible to customize it to specific industry enterprises.

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乌克兰制药公司的广告策略与使用模仿模型模拟器

本文的目的是基于在多级模拟平台AnyLogic中使用工具，研究制药公司广告策略发展的各个过程。由此，决定了制药市场上广告公司的具体情况。该研究考虑了市场环境的各种因素对制药公司运作的影响，制药公司对特定广告策略的接受程度，以及在不确定条件下预测其实施结果。所提出的模拟模型模拟器用于为制药行业的企业制定广告策略。以领先的乌克兰制药公司OJSC“Farmak”为例，通过情景模拟实验结果展示了该模型的性能。演示了进行不同类型实验的过程以及对实验进行参数调整的可能性。该模型被提议用于广告公司的战略决策过程和药品运营监控过程。由于该模型的模块性和充分性，可以针对特定的行业企业进行定制。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Eastern European and Central Asian Research Economics, Econometrics and Finance-Economics and Econometrics

CiteScore

2.50

自引率

43.80%

发文量

审稿时长

8 weeks

期刊介绍： Journal of Eastern European and Central Asian Research (JEECAR) is a multi-disciplinary journal related to the Eurasia regional economics, finance, management, marketing, international affairs, and other business-related disciplines. By Eastern Europe and Central Asia, the IEECA refers to Russia, Ukraine, Belarus, Moldova, Armenia, Azerbaijan, Estonia, Latvia, Lithuania, Poland, Slovakia, Hungary, Serbia, Montenegro, Bosnia and Herzegovina, Albania, Kosovo, Macedonia, and five post-Soviet Central Asian states: Kazakhstan, Kyrgyzstan, Tajikistan, Turkmenistan, and Uzbekistan. The JEECAR Journal is committed to the editorial principles of all aspects of publication ethics and publication malpractice as assigned by the Committee on Public Ethics. Any paper submitted to the journal must be original, previously unpublished, and currently not under consideration for publication elsewhere. All articles in the printed version of the journal are peer-reviewed. The review process is a double-blind process. Neither the authors nor the reviewers know who wrote or reviewed the article. Per standard practice, only the Editor assigned to handle a paper knows the identity of the authors and the reviewers.