Statement of Simulation Experiments on the Models of Formation of the Advertising Strategies of Pharmaceutical Enterprises

摘要

The questions of set-up simulation experiments on models of complex economic systems are considered. The main modern trends of the pharmaceutical industry are identified based on review of existing research in the field of experiments planning. The hypothesis of the feasibility of stating and conducting simulation experiments on the developed models-simulators is proposed for the enterprises of pharmaceutical industry of Ukraine in the process of formation their advertising strategies. The following aspects of experiments are discussed: determining the range of significant input factors; assessing models adequacy; processing and analysis of the final results; establishing the degree of their sensitivity to specific factor influences. The features of different types of experiments are determined, supported by the software implementation of the models on the platform of the system of multilevel simulation modeling AnyLogic. The authors emphasize effectiveness of experimental support for making managerial decisions regarding the positioning enterprises in the conditions of the entropy of pharmaceutical market. The research findings are tested on the materials of the leading pharmaceutical enterprises; they prove the possibility of adapting the models to the specifics of certain enterprises in the industry.