Inverse Optimization for Resources Allocation of Information Services in IMC

In demand-oriented IMC process of information age, in the face of rapidly changing market for information resources of sales promotion, how to effectively allocate resources to get the optimal effect of sales promotion, make some infeasible solutions become optimal solutions, according to complementary optimum condition to research inverse optimization of linear programming for enterprise optimal sales promotion plan by adjusting parameters, that include income of sales promotion, consumption coefficient of information resources and the quantity of owning resources etc. This study can solve the issue for lacking flexibility and couldn´t effectively respond on market demand when using normal solving method or heuristic algorithm to formulate enterprise optimal sales promotion plan.