Аннотация:
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
