基于Logit效用函数的竞争选址研究

发布时间：2018-05-09 02:08

本文选题：竞争选址 + Logit效用函数　；参考：《北京交通大学》2015年硕士论文

【摘要】：选址决策大多属于企业的战略决策,是企业可持续发展和培育核心竞争力的基础。近年来,竞争选址引起了学者们的广泛关注。竞争选址问题主要研究企业如何在竞争环境下选择合适的地理位置来尽可能扩大市场份额并提高利润,这类问题在零售业、交通运输业、制造业、服务业和物流业等领域都有着广泛的应用。竞争选址很早就引起了研究人员的注意,现已经发展成为一个备受关注的研究领域。通过文献研究发现,既有竞争选址问题主要研究企业如何选址所获得的市场份额最大。他们假设市场需求不变并且顾客只根据设施的吸引力选择服务设施。但在现实选址中,市场需求可能会随着设施与顾客的距离变近、设施的整体服务水平提高等因素而发生扩张,并且不同的顾客在选择设施时具有不同的偏好。论文在借鉴既有竞争选址研究成果的基础上,考虑了选址成本和市场需求扩张因素,用Logit效用函数描述顾客的选择偏好,将Logit效用函数引入到竞争选址问题中。论文首先介绍了研究背景、方法和研究框架,综述了选址问题、竞争选址问题及Logit效用函数的研究成果。其次,将Logit效用函数引入竞争选址模型中,用其表示顾客选择设施的概率,并给出了拟合Logit参数的方法。在以往研究的基础上,界定了设施选址的成本函数和市场需求扩张后的需求函数,建立了以利润最大化为选址目标的市场需求不变和市场需求扩张的单设施竞争选址模型,并将两个模型分别推广到多设施竞争选址模型。最后,设计算法求解竞争选址模型。给出了模拟植物生长算法求解模型的过程,通过MATLAB R2013a进行编程将算法实现。将竞争选址模型运用到一个虚拟的零售网点选址问题,通过小型算例验证了模拟植物生长算法不依赖于初始解的选取,并且可以快速的求解模型的特性。通过算例分析表明：(1)市场需求扩张和效用因素变化都会影响设施的最优选址位置和利润。因此,企业新建设施时,首先要明确各项影响设施效用的因素。然后了解顾客对每个效用影响因素的期望值。这样才可以使企业设计设施的服务水平、产品价格、购物环境和经营规模等设施属性符合顾客的要求,也可以指导企业如何以最小的成本吸引更多的顾客。(2)企业新建设施时,了解市场需求扩张的趋势,会使企业在争夺市场需求扩张部分的市场份额时具有相对优势。
[Abstract]:Location decision mostly belongs to the strategic decision of the enterprise and is the foundation of the sustainable development and cultivation of the core competitiveness of the enterprise. In recent years, competitive location has attracted wide attention of scholars. The competitive location problem mainly studies how to choose the appropriate geographical location in the competitive environment to maximize the market share and increase the profit. Such problems are in the retail trade, transportation, manufacturing, and so on. Service industry and logistics industry and other fields have a wide range of applications. Competitive location has attracted the attention of researchers for a long time, and has developed into a research field. Through the literature research, it is found that the existing competitive location problem mainly studies how the enterprises get the largest market share. They assume that market demand is constant and customers choose services based only on the attractiveness of the facility. However, in the actual location selection, the market demand may expand with the distance between the facility and the customer and the improvement of the overall service level of the facility, and different customers have different preferences in choosing the facility. Based on the research results of competitive location, this paper takes into account the factors of location cost and market demand expansion, uses Logit utility function to describe customer preference, and introduces Logit utility function into competitive location problem. Firstly, this paper introduces the research background, methods and research framework, and summarizes the research results of location problem, competitive location problem and Logit utility function. Secondly, the utility function of Logit is introduced into the competitive location model, which is used to represent the probability of customer selection of facilities, and the method of fitting Logit parameters is given. On the basis of previous studies, the cost function of facility location and the demand function after market demand expansion are defined, and a single-facility competitive location model with the goal of maximizing profits is established, in which the market demand remains unchanged and the market demand expands. The two models are extended to the multi-facility competitive location model. Finally, the algorithm is designed to solve the competitive location model. The process of solving the model by simulated plant growth algorithm is given, and the algorithm is implemented by MATLAB R2013a. The competitive location model is applied to a virtual retail site selection problem. A small numerical example is given to verify that the simulated plant growth algorithm does not depend on the selection of the initial solution and can quickly solve the characteristics of the model. The example shows that the expansion of market demand and the change of utility factors will affect the optimal location and profit of the facility. Therefore, when enterprises build new facilities, we should first make clear the factors that affect the utility of facilities. Then understand the customer's expectations for each utility factor. Only in this way can the service level, product price, shopping environment and business scale of the enterprise design facilities meet the requirements of the customers, and it can also guide the enterprise how to attract more customers at the lowest cost) when the enterprise builds new facilities, Understanding the trend of market demand expansion will give enterprises a comparative advantage in competing for market share of market demand expansion.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272.3;F224

【参考文献】