摘要
2010年智能移动设备取得了突破性发展,在iphone和ipad巨大成功的
推动下,移动端app应用程序获得了空前的发展,app store出现,给苹果
及依附于苹果生态链的众多app应用程序开发者带来了空前的机遇。在与此
同时,中国幼儿教育欧亿·体育（中国）有限公司儿童教育需求函待满足,市面上众多教育产品鱼龙
混杂,但是很多产品都偏离了教育的本质,中国的幼儿教育仍然在很大程度
上重复之前传统教育的老路。总的来说,A公司面临着一个巨大的儿童消费
市场,同时遇到了移动互联网和移动应用的高速发展机遇。基于这样的背景,
作为初创企业,A公司存在资金实力不雄厚的天然劣势,在将已完成的项目推
向市场时,A公司应该着眼于项目推广成本最小化,曝光和利润最大化的思
路,合理配置有限的资源来获取获得项目最大的推广效果,这样才能在众多
竞争对手中打出自己的品牌,获得生存和发展下去的机会。

本文通过对A公司面临的市场推广问题进行深入的研究,运用层次分析
方法(AHP)分析A公司即将上线的3个项目的项目优异度,确定运营资源优
化配置的第一步,即资源在不同项目之间如何进行配置的问题。接着,本文
运用目标规划法对A公司运营管理建立目标规划模型,并运用软件对该模型
进行求解,以寻求A公司的营销资源配置的优化方法,通过建立上述两个模
型,形成一套具有创新性的适合于A公司的运营资源优化配置的方案。

课题采用理论逻辑分析、文献研究、案例应用研究等三种方法,结合定
性和定量的研究,最终得出研究结论。文章在前一部分介绍了本文的研究背
景和研究意义,确定了研究的主要内容和目标。回顾与本研究有关的文献,
主要阐述了层次分析法和目标规划法等理论,以求对理论的发展现状有一个
客观了解,也为将相关理论运用于A公司运营资源配置提供理论基础。文章
第二部分对项目进行了概述,介绍了 A公司所在的市场营销环境,并说明目
前A公司面临的运营的问题。文章第三部分在前面理论分析的基础上,运用
层次分析法建立了 A公司3个项目的项目优异度,并以此作为市场预算资金
分配的依据,接下来运用目标规划法建立了 A公司的运营资源配置模型,并
计算出结果,结尾部分根据建模结果提出了相关对策和结论。

关键词:层次分析法;目标规划;资源优化配置;运营决策
Abstract
The smart mobile has made a millstone in the 2010, Since of the success of
IPhone and IPad, the native APP application develop more quickly in the mobile
channel, The appearance of App Store which provides the opportunities to the native
APP application developers who depend on the Apple。The early childhood education
industry demand for children39;s education letter to be met, there are many educational
products quite a mixed bag, some of them are deviated from the essence of education.
The traditional education of pre-school in China is still largely repeated the way
which applied before.
Company A facing a huge market for children and have opportunities with the
high-speed mobile Internet and mobile applications development. Based on the
background, A company which in the junior level with the poor financial situation, A
company should focus on minimize the cost of product promotion, the idea of
product exposure and maximum the profitable of product, allocate resources which
limited to obtain products promotion, and keep the special role during the
competition.
We will provide the case which on the marketing problems faced by Company
A in this paper, applying the Analytic Hierarchy Process (AHP) to analysis the
priority of 3 upcoming projects which from Company A, And confirm the problem
which to allocate the resource between different products. In order to seek the
solution of company A39;s marketing resource allocation optimization. We will apply
the objective programming to establish the operational management of the Company
A,and use software to solve the problem.
Subject got the conclusion which applied three methods. There are theory of
logical analysis, literature research, case studies and together with qualitative and
quantitative research. As mentioned in the first part, the background and
significance of this study to determine the main content of the study and the
objectives of research. Reviewed the literature related to this research, mainly
expounds the theory of analytic hierarchy process (AHP) and goal programming etc..
aiming to current situation of the development of an objective understanding of the
theory, and to apply relevant theories to operating A company allocation of resources
to provide theoretical basis. The article second part to the project were summarized,
摘要
introduces A company39;s marketing environment,and explain the operating problems
of A company. Article third part at the front, on the basis of theoretical analysis, A
three products of the company was established by applying the analytic hierarchy
process (AHP),the project priority, and as A basis for the market budget allocation
of funds, then by using the goal programming method of the company A operating
resource allocation model,and calculated results, the end put forward the related
countermeasure and conclusion according to the results of the modeling.
Keywords: Analytic hierarchy process (AHP); Goal programming; Optimal
allocation of resources; Operational decisions