本文選題：多產(chǎn)品　切入點(diǎn)：定價(jià)　出處：《北京交通大學(xué)》2015年博士論文　論文類型：學(xué)位論文

【摘要】：定價(jià)、廣告與庫存的聯(lián)合決策將企業(yè)的市場決策和庫存管理的重大決策問題有機(jī)地結(jié)合起來,為企業(yè)的市場管理部門和生產(chǎn)／采購管理部門架起了橋梁,從而協(xié)調(diào)企業(yè)內(nèi)部的經(jīng)營管理,提高經(jīng)營效率。對于多產(chǎn)品生產(chǎn)經(jīng)營的企業(yè)來講,多產(chǎn)品定價(jià)、廣告與庫存的聯(lián)合決策對其經(jīng)營利潤具有極其重要的影響。因此,本文在需求確定和不確定兩種情況下,對多產(chǎn)品的定價(jià)與庫存,廣告與庫存,定價(jià)、廣告與庫存聯(lián)合決策等問題進(jìn)行了研究。 在需求確定情況下,首先,建立了在不允許缺貨和允許缺貨兩種情形下的基于經(jīng)濟(jì)訂貨批量(Economic Ordering Quantity, EOQ)的多產(chǎn)品定價(jià)與庫存的聯(lián)合決策模型,采用分支定界算法對模型進(jìn)行求解,通過數(shù)值算例對企業(yè)經(jīng)營的多種產(chǎn)品求解得出最優(yōu)策略。結(jié)果表明,由于需求的確定性,產(chǎn)品的定價(jià)不受多產(chǎn)品聯(lián)合決策與單產(chǎn)品獨(dú)立決策的影響,也不受缺貨情況的影響。而多產(chǎn)品聯(lián)合決策的策略均優(yōu)于單產(chǎn)品獨(dú)立決策。其次,考慮產(chǎn)能約束的條件,建立了允許缺貨的多產(chǎn)品動(dòng)態(tài)定價(jià)與庫存聯(lián)合決策的ELS (Economic Lot Sizing)模型,采用拉格朗日松弛算法對模型進(jìn)行求解。并通過數(shù)值算例的求解驗(yàn)證了拉格朗日松弛算法對求解多產(chǎn)品動(dòng)態(tài)定價(jià)與庫存聯(lián)合決策的有效性和精確性,數(shù)值算例的結(jié)果表明多產(chǎn)品的聯(lián)合策略優(yōu)于單產(chǎn)品獨(dú)立決策的策略,從而驗(yàn)證了聯(lián)合決策的可行性和最優(yōu)性。第三,考慮了庫存容量約束及資金預(yù)算的約束情況,分別對不允許缺貨和允許缺貨兩種情況下的多產(chǎn)品動(dòng)態(tài)定價(jià)與庫存聯(lián)合決策模型進(jìn)行研究,提出了基于動(dòng)態(tài)規(guī)劃法的遺傳算法和非線性規(guī)劃法相結(jié)合的優(yōu)化算法求解模型。通過數(shù)值算例得出最優(yōu)策略,并對算法的性質(zhì)進(jìn)行了分析。第四,考慮到廣告對產(chǎn)品需求的影響,建立了生產(chǎn)能力和資金預(yù)算約束下的多產(chǎn)品定價(jià)、廣告和庫存聯(lián)合決策模型。通過數(shù)值算例求得企業(yè)在多個(gè)生產(chǎn)周期內(nèi)的定價(jià)、生產(chǎn)量和廣告費(fèi)用投入的最優(yōu)策略。數(shù)值結(jié)果表明,廣告對產(chǎn)品需求的影響較大時(shí),企業(yè)對廣告投入的費(fèi)用較小,就能夠達(dá)到促進(jìn)產(chǎn)品銷售的目的。相反,如果廣告對產(chǎn)品需求的影響較小,則對該產(chǎn)品的廣告投入費(fèi)用增加。通過分析約束條件對決策的影響,說明企業(yè)生產(chǎn)能力對利潤的影響表明存在一個(gè)最優(yōu)生產(chǎn)能力,若生產(chǎn)能力過低,則造成無法滿足生產(chǎn)計(jì)劃安排,從而導(dǎo)致企業(yè)利潤減少；但若生產(chǎn)能力過高,則可能造成產(chǎn)能過剩而損失利潤。而企業(yè)資金預(yù)算的約束則與企業(yè)利潤的收入呈正比趨勢。 在需求不確定情況下,首先,研究了多產(chǎn)品廣告與庫存聯(lián)合決策的Distribution-Free報(bào)童模型。在不考慮廣告影響下,研究了預(yù)算約束下多產(chǎn)品的最優(yōu)庫存策略,拓展建立了資金預(yù)算約束下的多產(chǎn)品廣告與庫存聯(lián)合決策模型,采用拉格朗日啟發(fā)式算法對模型進(jìn)行求解。通過數(shù)值算例,分別求得產(chǎn)品需求受廣告影響的三種情況下的最優(yōu)策略,即方差不變情況(CVC, Constant Variance Case),方差系數(shù)不變情況(CCVC, Constant Coefficient of Variation Case),方差系數(shù)增加情況(ICVC, Increase Coefficient of Variation Case)三種情況。結(jié)果表明,投入廣告時(shí)企業(yè)所獲得的利潤高于無廣告投入時(shí)的利潤；廣告對需求影響的三種情況中,CVC情況下企業(yè)所得利潤最大,而ICVC情況下,企業(yè)所得利潤最小。其次,建立了多產(chǎn)品聯(lián)合定價(jià)、廣告和訂貨的數(shù)學(xué)模型,分析了最優(yōu)解的存在性。并將模型拓展到預(yù)算約束下的多產(chǎn)品定價(jià)、廣告和訂貨的聯(lián)合決策模型。通過數(shù)值算例,在隨機(jī)變量是服從負(fù)指數(shù)分布情況下,求解得出最優(yōu)的產(chǎn)品定價(jià)、廣告費(fèi)用與庫存決策；假定隨機(jī)變量是隨機(jī)生成的,通過計(jì)算機(jī)模擬仿真,對預(yù)算約束下的模型進(jìn)行數(shù)值仿真,分別模擬仿真出企業(yè)所經(jīng)營產(chǎn)品的價(jià)格、訂貨量以及廣告費(fèi)用的決策值的隨機(jī)分布情況,以供企業(yè)決策參考。
[Abstract]:Pricing, advertising and inventory will be a joint decision of major policy issues market decision and inventory management of the enterprise organically, set up a bridge for the enterprise market management and production / procurement management department, to coordinate the management of enterprises, improve the management efficiency. For the production and operation of enterprises, multi product pricing and inventory decision, joint advertising has very important influence on its operating profit. Therefore, based on the needs of certain and uncertain two case of pricing and inventory of products, advertising and inventory, pricing, advertising and inventory decision problem was studied.
The demand is determined, first established in not allowing goods shortage and allow the economic order quantity shortage in two cases (based on Economic Ordering Quantity, EOQ) a joint decision model of multi product pricing and inventory, the branch and bound algorithm to solve the model by numerical solution of a variety of products on the business cases the optimal strategy. The results show that due to uncertainty of demand, the price of the product is not affected by the multi item joint decision-making and single product independent decision-making, is not affected by the shortage. And multi product joint decision strategy is better than the single product independent decision-making. Secondly, considering capacity constraints, a shortage the multi product dynamic pricing and inventory decision combined with ELS (Economic Lot Sizing) model, using Lagrange relaxation algorithm to solve the model. The solution and the numerical test The Lagrange relaxation algorithm is effective and accurate for solving the multi product dynamic pricing and inventory decision, the numerical results show that the combination of multi product strategy is better than the single product independent decision-making strategy, which verifies the feasibility and optimality of the joint decision. Third, considering the constraint of limited storage capacity and capital budget the of out of stock is not allowed and allow dynamic pricing and inventory decision model of multi product joint stock two case study, put forward the optimization algorithm of genetic algorithm and nonlinear programming method based on dynamic programming method combined. Through the numerical example show the optimal strategy, and the nature of the algorithm is analyzed. Fourth, considering the impact of advertising on product demand, establish multi product pricing capacity and budget constraints, advertising and inventory joint decision model Type. A numerical example is obtained in a number of enterprises in the production cycle of the pricing, the optimal strategy of production and advertising expenses. The numerical results show that the impact of advertising on product demand is large, the enterprise of advertising investment cost is small, can achieve the purpose of promoting sales. On the contrary, if the impact of advertising on smaller demand for the product, the product's advertising costs increased. Through the analysis of the influence of constraints on decision making, that influence the production capacity of enterprises for profit show that there is an optimal production capacity, if the production capacity is too low, which can not meet the production schedule, resulting in reduced corporate profits; but if the production capacity is too high. It could lead to overcapacity and loss of profit. And the enterprise budget constraints and corporate profits income was proportional to the trend.
Under the circumstances of demand uncertainty, first of all, the Distribution-Free of multi product newsboy model of advertising and inventory without considering the joint decision. Under the influence of advertisement, studies the optimal inventory strategy for multiple products under the budget constraints, establishing multi product budget constraints and advertising inventory joint decision model, using Lagrange heuristic algorithm to solve the model. Through the numerical examples, the optimal strategy of three cases were obtained under the product demand influenced by advertising, which is a constant variance (CVC Constant, Variance Case), variance coefficient constant (CCVC, Constant Coefficient of Variation Case), variance coefficient increased (ICVC, Increase Coefficient of Variation Case three). The results show that the enterprise obtain the advertising the profit higher than that without advertising the profit; three the impact of advertising on demand In the case of CVC enterprise profit maximum, and the case of ICVC, the minimum profit of enterprise income. Secondly, establish the mathematical model of joint product pricing, advertising and ordering, analysis of the existence of the optimal solution. And the model is extended to multi product pricing under budget constraints, a joint decision model of advertising and ordering. Through numerical example, the random variable is subject to exponential distribution case, obtain the optimal product pricing, advertising costs and inventory decision; assume that the random variable is randomly generated, through computer simulation, the numerical simulation was carried out on the budget constraint model, respectively to simulate the enterprise business products the random distribution of price, order quantity and decision advertising value, for enterprise decision-making.

【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2015
【分類號(hào)】：F224;F274

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