战略品牌组合管理

O. Akhiiezer, Halyna Holotaistrova, Yevgen Gomozov, Vladyslav Mats, A. Rogovyi
{"title":"战略品牌组合管理","authors":"O. Akhiiezer, Halyna Holotaistrova, Yevgen Gomozov, Vladyslav Mats, A. Rogovyi","doi":"10.20998/2413-3000.2022.6.1","DOIUrl":null,"url":null,"abstract":"In the past twenty years or so, three approaches to brand portfolio management strategies have emerged. The first approach is marketing. This approach is associated with building a corporate brand portfolio. The goal is to increase diversified cash flows by entering new market segments. The second approach is related to the competitive strategy of the enterprise. A false portfolio of intellectual property applications is being created. Competitors are expected to spend resources in retaliation. The third approach is the formation of a dynamic strategy for investment portfolio management. Due to the complex structure of the modern global financial market, the heterogeneous structure of available financial instruments and traders using different approaches and time horizons, forecasts, as a rule, require a large number of observations, work poorly in the vicinity of bifurcations and do not have a computer model that could build forecasts in real time. In such structures, slow diffusion-type processes with the phenomenon of memory arise, that is, non-Markov processes. Moreover, such structures can have fractal properties. In this work, it seems to us, the first step has been taken to build a \"synthetic\" model of dynamic asset portfolio management. By analyzing the data available in the scientific literature, a mathematical model of strategic brand portfolio management is proposed. In view of the above, the model has the form of a differential equation in fractional derivatives. In connection with the risk analysis, two models of fractional entropy are also considered - fractional Kolmogorov-Sinai entropy and fractional Shannon entropy.","PeriodicalId":185781,"journal":{"name":"Bulletin of NTU \"KhPI\". Series: Strategic management, portfolio, program and project management","volume":"15 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2022-08-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"STRATEGIC BRAND PORTFOLIO MANAGEMENT\",\"authors\":\"O. Akhiiezer, Halyna Holotaistrova, Yevgen Gomozov, Vladyslav Mats, A. Rogovyi\",\"doi\":\"10.20998/2413-3000.2022.6.1\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"In the past twenty years or so, three approaches to brand portfolio management strategies have emerged. The first approach is marketing. This approach is associated with building a corporate brand portfolio. The goal is to increase diversified cash flows by entering new market segments. The second approach is related to the competitive strategy of the enterprise. A false portfolio of intellectual property applications is being created. Competitors are expected to spend resources in retaliation. The third approach is the formation of a dynamic strategy for investment portfolio management. Due to the complex structure of the modern global financial market, the heterogeneous structure of available financial instruments and traders using different approaches and time horizons, forecasts, as a rule, require a large number of observations, work poorly in the vicinity of bifurcations and do not have a computer model that could build forecasts in real time. In such structures, slow diffusion-type processes with the phenomenon of memory arise, that is, non-Markov processes. Moreover, such structures can have fractal properties. In this work, it seems to us, the first step has been taken to build a \\\"synthetic\\\" model of dynamic asset portfolio management. By analyzing the data available in the scientific literature, a mathematical model of strategic brand portfolio management is proposed. In view of the above, the model has the form of a differential equation in fractional derivatives. In connection with the risk analysis, two models of fractional entropy are also considered - fractional Kolmogorov-Sinai entropy and fractional Shannon entropy.\",\"PeriodicalId\":185781,\"journal\":{\"name\":\"Bulletin of NTU \\\"KhPI\\\". Series: Strategic management, portfolio, program and project management\",\"volume\":\"15 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2022-08-03\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Bulletin of NTU \\\"KhPI\\\". Series: Strategic management, portfolio, program and project management\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.20998/2413-3000.2022.6.1\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Bulletin of NTU \"KhPI\". Series: Strategic management, portfolio, program and project management","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.20998/2413-3000.2022.6.1","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0

摘要

在过去二十年左右的时间里,出现了三种品牌组合管理策略。第一种方法是营销。这种方法与建立企业品牌组合有关。目标是通过进入新的细分市场来增加多样化的现金流。第二种途径与企业的竞争战略有关。一个虚假的知识产权申请组合正在形成。预计竞争对手将花费资源进行报复。第三种方法是形成动态的投资组合管理策略。由于现代全球金融市场的复杂结构,可用金融工具的异质结构和交易者使用不同的方法和时间范围,预测通常需要大量的观察,在分叉附近工作不佳,并且没有可以实时构建预测的计算机模型。在这种结构中,出现了具有记忆现象的缓慢扩散型过程,即非马尔可夫过程。此外,这种结构可以具有分形特性。在这项工作中,在我们看来,已经迈出了建立动态资产组合管理的“综合”模型的第一步。通过对现有科学文献数据的分析,提出了战略品牌组合管理的数学模型。综上所述,该模型具有分数阶微分方程的形式。结合风险分析,还考虑了分数熵的两种模型——分数Kolmogorov-Sinai熵和分数Shannon熵。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
STRATEGIC BRAND PORTFOLIO MANAGEMENT
In the past twenty years or so, three approaches to brand portfolio management strategies have emerged. The first approach is marketing. This approach is associated with building a corporate brand portfolio. The goal is to increase diversified cash flows by entering new market segments. The second approach is related to the competitive strategy of the enterprise. A false portfolio of intellectual property applications is being created. Competitors are expected to spend resources in retaliation. The third approach is the formation of a dynamic strategy for investment portfolio management. Due to the complex structure of the modern global financial market, the heterogeneous structure of available financial instruments and traders using different approaches and time horizons, forecasts, as a rule, require a large number of observations, work poorly in the vicinity of bifurcations and do not have a computer model that could build forecasts in real time. In such structures, slow diffusion-type processes with the phenomenon of memory arise, that is, non-Markov processes. Moreover, such structures can have fractal properties. In this work, it seems to us, the first step has been taken to build a "synthetic" model of dynamic asset portfolio management. By analyzing the data available in the scientific literature, a mathematical model of strategic brand portfolio management is proposed. In view of the above, the model has the form of a differential equation in fractional derivatives. In connection with the risk analysis, two models of fractional entropy are also considered - fractional Kolmogorov-Sinai entropy and fractional Shannon entropy.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
自引率
0.00%
发文量
0
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:604180095
Book学术官方微信