【摘要】：隨著市場(chǎng)經(jīng)濟(jì)的快速發(fā)展,商品所呈現(xiàn)出來(lái)的種類、樣式、功能越來(lái)越多樣化,消費(fèi)者的需求隨之不斷變化,經(jīng)營(yíng)易逝品的零售企業(yè)面臨著越來(lái)越高的市場(chǎng)風(fēng)險(xiǎn)。他們不僅需要通過(guò)促銷來(lái)激發(fā)潛在的市場(chǎng)需求,還必須優(yōu)化庫(kù)存以減小經(jīng)營(yíng)風(fēng)險(xiǎn)。本文主要針對(duì)帶有報(bào)童屬性的商品,運(yùn)用CVaR風(fēng)險(xiǎn)度量準(zhǔn)則,構(gòu)建風(fēng)險(xiǎn)規(guī)避零售企業(yè)實(shí)施促銷努力影響市場(chǎng)需求下的一次訂購(gòu)與二次訂購(gòu)模型,討論兩種訂購(gòu)模式下零售企業(yè)運(yùn)營(yíng)決策的差異,以及零售企業(yè)的風(fēng)險(xiǎn)偏好對(duì)運(yùn)營(yíng)決策的影響。以具有風(fēng)險(xiǎn)規(guī)避特性的零售企業(yè)為研究對(duì)象,分別在商品需求與促銷投入的關(guān)系模型為加法和乘法關(guān)系的基礎(chǔ)上建立CVaR模型。首先,刻畫給出零售企業(yè)的利潤(rùn)函數(shù),通過(guò)建立零售企業(yè)的CVaR模型,分析得出了一次訂購(gòu)和二次訂購(gòu)兩種訂購(gòu)模式下零售企業(yè)的最優(yōu)訂購(gòu)量和最優(yōu)銷售努力決策,以及最優(yōu)決策變量與模型中參數(shù)的變化關(guān)系。通過(guò)研究得到零售企業(yè)的訂購(gòu)量會(huì)隨其風(fēng)險(xiǎn)規(guī)避程度的上升而減小這一結(jié)論具有穩(wěn)健性,不論是一次訂購(gòu)下還是二次訂購(gòu)下,也無(wú)論是基于何種需求分布情況。其次,比較了兩種訂購(gòu)模式下零售企業(yè)的最優(yōu)決策差異。最后,通過(guò)應(yīng)用研究對(duì)相關(guān)結(jié)論進(jìn)行了驗(yàn)證,并從討論中得到了一些重要的管理啟示。
[Abstract]:With the rapid development of market economy, the types, styles and functions of commodities are becoming more and more diversified, and the demands of consumers are constantly changing. The retail enterprises operating perishable products are facing more and more high market risks. They need not only to stimulate potential market demand through sales promotion, but also to optimize inventory to reduce operational risk. This paper mainly aims at the commodity with newsboy attribute, using the CVaR risk measure criterion, constructs the model of primary order and secondary order under the influence of marketing efforts of risk averse retail enterprise under the influence of market demand. This paper discusses the difference of operation decision of retail enterprise under two kinds of ordering mode and the influence of risk preference of retail enterprise on operation decision. Taking the retail enterprises with risk aversion as the research object, the CVaR model is established on the basis of the additive and multiplicative relationship between commodity demand and sales promotion investment. First of all, the profit function of retail enterprises is described. By establishing the CVaR model of retail enterprises, the optimal ordering quantity and optimal sales effort decision of retail enterprises under the two ordering modes of one order and two orders are analyzed. And the relationship between the optimal decision variables and the parameters in the model. The conclusion that the order volume of retail enterprises will decrease with the increase of risk aversion degree is robust, whether under one order or two orders, and no matter what kind of demand distribution it is based on. Secondly, the difference of optimal decision between two kinds of ordering modes is compared. Finally, the relevant conclusions are verified through applied research, and some important management revelations are obtained from the discussion.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274

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