Optimizing Enterprise Marketing Project Portfolios Using Fuzzy Ant Colony Optimization
DOI:
https://doi.org/10.15837/ijccc.2024.3.6458Keywords:
Enterprise; Marketing projects; Combination optimization; Ant colony fuzzy rulesAbstract
Enterprise marketing project portfolio optimization is important for business competitiveness, but involves multiple uncertain factors. An integrated model using fuzzy rules was proposed in this paper to enhance ant colony optimization. The fuzzy ant colony algorithm effectively handled ambiguity in project costs, returns, and risks when selecting an optimal portfolio of marketing initiatives. Experiments demonstrated the algorithm efficiency in converging towards high-quality solutions. Case studies indicated the model helped boost customer loyalty and profits through tailored marketing strategies, outperforming conventional approaches. The fuzzy optimization provides an effective decision-making framework for enterprises to maximize marketing effectiveness.
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