广告营销和饥饿营销方式下的库存策略研究

发布时间：2018-01-19 20:31

本文关键词： 广告营销库存决策饥饿营销固定成本　出处：《浙江大学》2015年硕士论文　论文类型：学位论文

【摘要】：本文在传统库存策略研究的基础上,加入了营销因素,综合考虑营销策略和库存策略来实现企业利润的最大化。本次研究中包含了两种营销模式,不再是传统的价格策略,而是广告营销策略和饥饿营销。在广告营销和库存策略的模型中,本文建立了动态规划模型,按照需求函数的不同将模型分类,分别得到加式需求情况下的(s,S,e)策略,以及乘式需求条件下的(s,S,e,I)策略。本文在考虑采购固定成本的同时,也考虑了广告的固定成本,使模型更贴近实际。饥饿营销作为一种新型非传统的营销方式,参考文献不多,本文从实际情况出发,构建了当期需求受上一期需求满足率影响的模型,并且研究在该需求函数下,最优的库存策略。最后,文章也通过数值实验来直观反映模型的特点。
[Abstract]:On the basis of the traditional inventory strategy research, this paper adds marketing factors, synthetically considers the marketing strategy and inventory strategy to maximize the profits of enterprises. This study includes two marketing models. It is not the traditional price strategy, but the advertising marketing strategy and the hunger marketing. In the model of advertising marketing and inventory strategy, this paper establishes the dynamic programming model and classifies the model according to the different demand function. In this paper, we obtain the additive demand strategy and the multiplicative demand strategy respectively. This paper considers the fixed cost of purchasing at the same time. Also considered the fixed cost of advertising, make the model more close to the reality. Hunger marketing as a new type of non-traditional marketing, reference literature is not many, this paper starts from the actual situation. This paper constructs a model of current demand affected by the demand satisfaction rate of the previous period, and studies the optimal inventory strategy under the demand function. Finally, the paper also intuitively reflects the characteristics of the model through numerical experiments.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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