2010 International Conference on Management Science & Engineering (ICMSE 2010) 17th Annual Conference Proceedings Melbourne, Australia 24-26 November 2010 Pages 1-949 IEEE Catalog Number: CFP1038B-PRT ISBN: 978-1-4244-8116-3 1 /2 Contents Part One Management Information System, Decision-Making Support System, Expert System, Artificial Intelligence and Electronic Commerce 0001 Exploitation vs. Exploration: Choosing Keywords for Search-Based Advertising Services LI Yi-jun，CHEN Li-gang，AI Wen-guo，Harbin Institute of Technology ........................................................... 3 0002 Key Factors Influencing Enterprise to Improve IT Application Level: Stage Difference Research ——An Empirical Research on 165 Enterprises through Field Study XIAO Jing-hua，XIE Kang，WAN Xiao-wei，Sun Yat-sen University ................................................................. 9 0003 Toward a Systematic Methodology for Developing Business Performance Management Systems LI Dong，CAI Jian，Peking University ............................................................................................................... 24 0004 Herding Behavior in C2C E-Commerce: Empirical Investigation in China LI Hui-ying，Harbin Institute of Technology，Hong Kong Polytechnic University； YE Qiang，Gajendra Sharma，Harbin Institute of Technology .......................................................................... 33 0005 Petroleum Reservoir and Non-reservoir Discrimination Analysis Based on Data Mining Algorithm LI Ai-hua，Central University of Finance and Economics； SHI Yong，Chinese Academy of Science，College of Information Science and Technology University of Nebraska at Omaha ........................................................................................................................................... 40 0006 The Impact of Brand Acquisition on the Focal Brand Equity: Based on Consumers’ Viewpoint CHANG Ya-ping，XIAO Xuan，Wuhan Textile University ................................................................................. 45 0007 Research on Post-Bidding Bundle Strategy for Online Reverse Auction HU Da-yong，FENG Yu-qiang，Harbin Institute of Technology ........................................................................ 51 0008 Empirical Research on the Factor of ERP’s User Customer Satisfaction Based on Triadic Reciprocal Determinism WANG Bin，Sun Yat-sen University；ZENG Chu-hong，Guangdong University of Foreign Studies； HUANG Qiong-yu，Sun Yat-sen University；LIAO Zhen-peng，China Tobacco Corporation ......................... 58 0009 Research on Supply Chain Information Sharing Value Creation Mechanism and Sharing Contract CHENG Zhao-lin，Guangdong Ocean University，Sun Yat-sen University； ZENG Meng-jia，Guangdong Ocean University .................................................................................................. 67 0010 The Effect of Material Incentives on Web Survey Completion: Evidence from Three Meta-analyses FANG Jia-ming，SHAO Pei-ji，University of Electronic Science and Technology of China ............................. 75 0011 Analysis of Information Technology Implementation Barriers and Coping Strategies in Chinese Construction Enterprises ZHOU Jia，Harbin Institute of Technology；WANG Min，Northeast Agriculture University .......................... 82 0012 Optimal Design of Reserve Price in Online Auction CHEN Shen-li，LIU Xiao-dong，KANG Ping，Xian University of Finance and Economics ............................. 89 Part Two The Theories, Methodology and Application of System Engineering and Operational Research 0013 Evaluating the Influence of Consumer Preference in Embroidery Industry——An Integrated Forecasting Model WANG Tien-you，Tainan University of Technology ............................................................................................ 97 0014 A Value-function-based Model for Evaluating the Passenger Satisfaction in the Flexible Community Bus Problem HU Xiang-pei，WU Li-rong，WANG Wen-juan，LIU Lin-lin，Dalian University of Technology .................. 104 0015 A Method Based on Possibility Degree for Interval-Valued Intuitionistic Fuzzy Decision Making YUAN Yu，Harbin Institute of Technology；LI Yi-jun，National Natural Science Foundation of China； JIANG Wei，WANG Zu-hui，Harbin Institute of Technology ........................................................................... 110 0016 A Novel Binary Decision Diagram Variable Ordering Approach on Phased Mission System DU Su-guo，WANG Nan，Shanghai Jiao Tong University ............................................................................... 116 0017 Multi-Resource Constrained Discrete Time/Cost Trade-off Problem and Its Improved Genetic Algorithm ZHANG Jing-wen，SHAN Hui-fang，Northwestern Polytechnical University ................................................. 123 0018 Multiple Kernel Support Vector Regression for Economic Forecasting ZHANG Xiang-rong，Harbin Institute of Technology，Heilongjiang Institute of Technology； HU Long-ying，WANG Zhi-sheng，Harbin Institute of Technology ................................................................. 129 0019 Airline Inventory Control of Callable Tickets Based on Real Option ZHONG Zhi-yang，LI Jin-lin，RAN Lun，Beijing Institute of Technology ...................................................... 135 0020 Evaluation Method of System-of-systems Architecture Using Knowledge-based Executable Model XIONG Jian，GE Bing-feng，ZHANG Xiao-ke，YANG Ke-wei，CHEN Ying-wu， National University of Defense Technology ........................................................................................................ 141 0021 Dynamic Financial Distress Prediction Modeling Based on Slip Time Window and Multiple Classifiers HAN Jian-guang，HUI Xiao-feng，Harbin Institute of Technology； SUN Jie，Zhejiang Normal University ............................................................................................................... 148 0022 An Agent-Based Hydrogen Vehicle System Simulation NING Fu-jin，MA Tie-ju，LI Ying，CHEN Jun，CHI Chun-jie， East China University of Science and Technology .............................................................................................. 156 0023 Study on Uniform for Ten Types of Preference Information in Multi-attribute Group Decision Making ZHOU Rong-xi，FAN Fu-yun，ZHANG Ying-kui，Beijing University of Chemical Technology ..................... 162 0024 Multi-Periods Disruption Management for a Capacity Injured System BAO Xing， XIAO Di，Zhejiang Gongshang University .................................................................................... 169 0025 Prediction Method and Empirical Study of Pharmaceutical Industry Technology Innovation Based on TRIZ Theory LIN Yan，Harbin University of Science and Technology，Harbin Engineering University； WANG Hong-qi，WANG Wan，Harbin University of Science and Technology ................................................ 175 0026 Analysis on the Evolutionary Stability of Enterprises Implementing Supply Chain Responsibility WANG Zhen-zhen，CHEN Gong-yu，LI Wei-na，Sun Yat-sen University ....................................................... 183 0027 Dynamic Pricing of Perishable Products with Random Fuzzy Demand LI Gen-dao，Jilin University； LI Wei，Chongqing University of Posts and Telecommunications ..................................................................... 191 0028 On the Value Composition and Pricing Model of Renewable Energy Source LIU Yan，YU Bo，Harbin Institute of Technology； JIANG Li，Heilongjiang Institute of Science and Technology ........................................................................... 200 0029 Measurement of the Automobile Industrial Security Degree in China WANG La-fang，WEN Wen，LAI Ming-yong，XIE Rui，LIU Jun，Hunan University .................................. 205 0030 Time-Cost Trade-off Problem in Construction Supply Chain: A Bi-level Programming Decision Model CHEN Jian-hua，TANG Wan，Wuhan University of Technology ..................................................................... 212 0031 The Innovation and Applied Study on Timing Dynamics Performance Evaluation Index System in Electric Power Enterprises YU Shun-kun，WU Yi-qun，North China Electric Power University ................................................................ 218 0032 Continuous Ant Algorithm Based on Cooperation in Radar Network Optimization HU Chong-hai，JIANG Wei，WANG Tie-jun，Harbin Institute of Technology ............................................... 224 0033 An Inventory Model with Trapezoidal Type Demand and Deteriorating Items for Instant Customization SONG Cai-ping，LI Jia-jia，Northeast Forestry University ............................................................................. 234 0034 Identification of the Influence Factors of Enterprise Informatization Construction and Empirical Study Basing on Grey Relational Theory GUAN Shou-cheng，ZHU Mei-rong，Harbin Engineering University ............................................................. 240 0035 Risk Integrated Assessment of the Project Schduel and Cost Based on Maximun Entropy and the Random Network WANG Hua，Tianjin University，Shenyang University of Technology； ZHAO Li-ming，Tianjin University；WANG Yun-gang，Shenyang University of Technology.......................... 247 0036 The Integrated Model of Airline Fleet Assignment and Aircraft Routing Based on Flight Cycle MOU De-yi，ZHANG Zong-xian，Civil Aviation University of China .............................................................. 252 0037 Translog Model Based on the Analysis of China's Auto Industry Returns to Scale QIU Ji-zhou，Harbin