Site Appeal Model of a Commercial Organization

Abstract

Purpose: The purpose of the work is to develop a content management model that optimizes the site appeal for solving a specific commercial problem, based on an analysis of the conditions for its implementation, for a specific circle of consumers.Design/methodology/approach: The main idea of the approach is that the parameters of a particular system are presented in the form of fuzzy numbers. This allows you to distract from the subject area and correctly apply mathematical models to achieve the goal. The choice of parameters and methods for calculating their values for the systems under consideration are carried out by the most typical options, which are described in the authors' early works. An illustration of the use of the proposed model, namely, the assessment of appeal for a potential client, was carried out on the example of sites of two retail chains: Auchan (auchan.ru) and Lenta (lenta.com).The main idea of the approach is that the optimization of a specific system occurs according to implicitly specified parameters, i.e. the problem is formulated in fuzzy numbers. This allows you to escape from the subject area and make the choice of a mathematical model to achieve the correct results. The choice of parameters and methods for calculating their values for the systems under study are carried out by the most typical options, which are described in the authors' early works. A demonstration of the use of the proposed model, namely the assessment of appeal for a potential client, was carried out on the example of the sites of two retail chains: Auchan (auchan.ru) and Lenta (lenta.com).Conclusions: The perspective and effective direction of the application of the fuzzy mathematics apparatus for formalizing data in complex systems and the new possibilities of using fuzzy mathematics in process control in order to solve specific commercial problems are shown.Originality/Value: The proposed management model can be used as a tool for monitoring the state of content in a given area of parameters. The presented technique and the fuzzy mathematical model are universal in nature and can be used to control a complex system, estimated by a variety of various parameters.