论文部分内容阅读
针对易变质商品,考虑需求依赖于销售价格与营销效用水平,研究了单个企业的定价、补货周期、保鲜投入及动态营销投入联合决策问题。首先建立目标企业的单位时间利润模型,其次通过解决最优控制问题确定动态营销投入函数,并利用三维搜索方法得到目标函数的近优解。最后进行数值实验,验证了模型的有效性并分析相关参数的灵敏度。数值实验表明,商品初始变质率、营销成本系数和补货成本增加会引起最优保鲜投入的增加,企业资金上限的增加最终会提高补货周期内的单位时间总利润。
Considering the demand of perishable goods, considering the demand depends on the sales price and the marketing utility level, this paper studies the single-firm pricing, replenishment cycle, preservation investment and dynamic marketing input joint decision-making. Firstly, the unit time profit model of the target enterprise is established. Secondly, 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 analyze the sensitivity of the relevant parameters. Numerical experiments show that the initial deterioration rate of goods, marketing cost coefficient and replenishment cost increase will lead to the optimal preservation investment increase, the increase of enterprise capital cap will eventually increase replenishment cycle total profit per unit time.