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

摘要： 鉴于经营效用是企业制订战略决策和发展策略的重要影响因素,研究其基本效用类型,提出对应的函数形式,并在此基础上提出市场总体的综合经营效用测度方法。企业经营效用由自身经营效用和同业比较效用两部分线性合成,效用变量分别为企业单位盈利指标加权合成值及单位盈利水平与行业平均值的差,效用函数通过原点且单调,因此需将效用理论中对应于各种效用类型的对数函数、指数函数等进行坐标变换、旋转或对称。保守型和冒险型效用在定义域内分别为凹函数和凸函数,共组合为9种效用类型含81种基本函数形式,并给出各效用类型含义、经营特征和定价倾向。以市场份额作为各企业经营效用权重,构建幂平均效用合成模型作为市场总体综合经营效用测度。

关键词: 经营效用, 效用函数, 效用类型, 效用合成