考虑营销成本的网店运营商最优决策模型研究

发布时间：2018-05-30 21:52

本文选题：营销成本 + 网店运营商　；参考：《物流技术》2016年09期

【摘要】：把营销成本引入需求率当中,研究了零售价格和营销费用同时影响产品需求情况下,网店运营商基于零售价、营销费用和订货批量的最优决策问题。研究表明:市场营销成本与其进货批发价、订货成本和营销的需求成本弹性成正比,与需求的价格弹性、定货批量成反比。网店运营商的最优零售价与网店运营商订购成本、供应商给网店运营商的批发价和需求的营销成本弹性成正比,与需求的价格弹性和订货批量成反比。网店运营商的最优订货批量与网店运营商订购成本、市场营销成本和营销成本弹性成正比,与零售价、需求的价格弹性和网店运营商单位商品库存成本成反比。
[Abstract]:This paper introduces the marketing cost into the demand rate, and studies the optimal decision of the online store operator based on the retail price, the marketing cost and the order batch when both the retail price and the marketing cost affect the product demand. The research shows that the marketing cost is directly proportional to the wholesale price, order cost and demand cost elasticity of marketing, and inversely proportional to the price elasticity of demand and the quantity of order. The optimal retail price of the online store operator is proportional to the order cost of the shop operator, the wholesale price given by the supplier to the shop operator and the elasticity of the marketing cost of the demand, and is inversely proportional to the price elasticity of the demand and the order volume. The optimal order volume of the online store operator is proportional to the order cost, marketing cost and elasticity of marketing cost, and inversely proportional to the retail price, the price elasticity of demand and the unit inventory cost of the shop operator.
【作者单位】：云南师范大学经济与管理学院;
【基金】：国家自然科学基金资助项目(71262031,71362029) 云南省中青年学术和技术带头人后备人才(2014HB009) 云南省级立项支持新增一级学科博士点学科建设规划(应用经济学) 云南师范大学“十二五”学科建设项目(一层次应用经济学)
【分类号】：F724.6;F715.5

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