关键词: 经营效用, 效用函数, 效用类型, 效用合成

Abstract: The operating utility of a company is a very important factor to formulate its strategic decision-making and development tactics, and therefore we study its basic utility types and the forms of corresponding functions, and put forward the measurement method of the overall comprehensive operating utility of a shipping market segmentation. The operating utility of enterprise is composed of the utility from two parts in a linear form, which are own operation and peer comparison. The utility variables are the weighted synthesis value of unit profitability indicators and the difference between unit earnings level of the enterprise and that average value of the industry in the same market. The utility functions pass through the original point and monotonous, so it is necessary to make coordinate transformation, rotation or symmetry of the logarithmic function, exponential function etc. corresponding to various types of utility in utility theory. The conservative and risk-oriented utility functions are concave and convex respectively in the definition of the domain, and there are 81 basic types of functions for 9 types of utility, and we analyze the meaning, operating characteristics and pricing tendency of each utility type. Taking market share as the weight of enterprise's operating utility, we construct the power-average utility model as the measurement of market overall operating utility.

Key words: utility of operation, utility function, utility type, utility synthesis