本文選題：易變質(zhì)商品 + 保鮮投入　； 參考：《上海管理科學(xué)》2016年06期

【摘要】：針對易變質(zhì)商品,考慮需求依賴于銷售價格與營銷效用水平,研究了單個企業(yè)的定價、補(bǔ)貨周期、保鮮投入及動態(tài)營銷投入聯(lián)合決策問題。首先建立目標(biāo)企業(yè)的單位時間利潤模型,其次通過解決最優(yōu)控制問題確定動態(tài)營銷投入函數(shù),并利用三維搜索方法得到目標(biāo)函數(shù)的近優(yōu)解。最后進(jìn)行數(shù)值實驗,驗證了模型的有效性并分析相關(guān)參數(shù)的靈敏度。數(shù)值實驗表明,商品初始變質(zhì)率、營銷成本系數(shù)和補(bǔ)貨成本增加會引起最優(yōu)保鮮投入的增加,企業(yè)資金上限的增加最終會提高補(bǔ)貨周期內(nèi)的單位時間總利潤。
[Abstract]:Considering that demand depends on sales price and marketing utility level, the joint decision making of single enterprise's pricing, replenishment period, fresh keeping input and dynamic marketing investment is studied. Firstly, the unit time profit model of the target enterprise is established, then the dynamic marketing input function is determined by solving the optimal control problem, and the near optimal solution of the objective function is obtained by using the three-dimensional search method. Finally, numerical experiments are carried out to verify the validity of the model and to analyze the sensitivity of related parameters. Numerical experiments show that the increase of initial deterioration rate, marketing cost coefficient and replenishment cost will lead to the increase of the optimal fresh keeping input, and the increase of the upper limit of enterprise funds will eventually increase the total profit per unit time in the replenishment cycle.
【作者單位】： 上海交通大學(xué)安泰經(jīng)濟(jì)與管理學(xué)院;
【分類號】：F274
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本文編號：1881932