Abstract: For applying qualitative simulation technology in management decision field,the qualitative cause and effect relationship based knowledge representation method and learning method for marketing decision process are studied.The learning algorithm is designed.After that,serving the market share rate as the goal,the qualitative simulation steps for enterprise’s marketing strategies selection process are designed.At last,the qualitative simulation method and simulation steps for enterprise and its competitor’s marketing strategies selection process are developed and designed.In this paper,the above algorithm and simulation steps are realized by computer simulation language ARENA 5.0 The experiments show that,the qualitative simulation oriented knowledge representation,learning and simulation method for enterprise marketing decision,and their learning algorithm and simulation steps developed and designed in this paper are feasible.

Key words: qualitative simulation, marketing strategy, knowledge representation, competition antagonizing