D电商企业广告物料订购研究

发布时间：2018-03-02 20:00

本文选题：动态批量　切入点：多产品联合订购　出处：《东华大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着电子商务的兴起,广告物料在电商企业大范围应用。与传统行业相比,电商行业广告物料订购分散、频繁,导致物料订购成本高昂。根据电商行业广告物料订购问题,以D电商企业为例,本文提出常规POP(point of purchase)广告物料多产品联合订购策略,在保障D公司物料需求的前提下,实现降低订购成本的目的。首先,分析D公司常规POP广告物料的运作状况,概括出POP广告物料确定性、离散性、不稳定性等需求特点。针对这一需求特点,建立基于价格折扣的POP广告物料单产品动态批量订购模型,研究最优的订购时间、订购批量和订购成本等订购策略,并运用动态规划算法求解模型。进一步,基于单产品动态批量模型,再建立POP广告物料多产品联合订购动态批量模型,并采用遗传算法求解模型。基于多产品动态批量订购模型,增加资金约束深入研究。其次,开展了实际算例分析。将D公司实际数据代入模型,验证提出的POP广告物料动态批量订购模型及相关算法的科学性和合理性,优化D公司订购策略。分析计算原始订购、按月订购、单产品动态批量订购和多产品联合订购下的四种策略和成本,以及价格折扣率和总金额折扣临界值与总成本的关系。并基于多产品动态批量订购模型分析四类物料价格变化对订购策略和订购成本的影响。最后,本文得到的研究结论是:四种订购策略均能满足D公司需求,总成本依次递减,POP广告物料多产品联合订购策略比原始订购策略能够降低成本。总成本降低是基于再订购成本和采购成本的缩减,本质上由于订购次数减少和价格折扣增多。因而,POP广告物料多产品联合订购策略能够有效地降低D公司POP广告物料成本。根据总成本与价格折扣率和总金额折扣临界值的函数关系,调整这两个参数值可在保障需求的同时满足资金约束。手册类最优订购批量对价格波动最敏感,其余物料最优订购批量几乎不受价格波动影响,订购总成本与价格波动不具有特定函数。
[Abstract]:With the rise of electronic commerce, advertising materials are widely used in e-commerce enterprises. Compared with traditional industries, the order of advertising materials in e-commerce industry is scattered and frequent, which leads to the high cost of ordering materials. According to the problem of ordering advertising materials in e-commerce industry, Taking D e-commerce enterprise as an example, this paper puts forward the joint ordering strategy of common POP(point of purchase material, which can reduce the order cost under the premise of guaranteeing D company's material demand. This paper analyzes the operation status of the conventional POP advertising materials in D Company, and generalizes the characteristics of the POP advertising materials, such as certainty, discreteness, instability and so on. The dynamic batch ordering model of single product of POP advertisement material based on price discount is established, and the optimal ordering time, order batch and order cost are studied, and the dynamic programming algorithm is used to solve the model. Based on the single product dynamic batch model, the dynamic batch model of POP advertising material and multi-product joint ordering is established, and the genetic algorithm is used to solve the model. Based on the multi-product dynamic batch ordering model, the financial constraints are further studied. A practical example analysis is carried out. The actual data of company D is put into the model to verify the scientificity and rationality of the proposed dynamic batch ordering model of POP advertising materials and related algorithms, and the ordering strategy of D company is optimized, and the original order is analyzed and calculated. Four strategies and costs for monthly ordering, single product dynamic batch ordering and multi-product joint ordering, And the relationship between the discount rate of price and the critical value of the total amount discount and the total cost. Based on the dynamic batch ordering model of multi-product, the influence of the price changes of four kinds of materials on the ordering strategy and cost is analyzed. The conclusions of this paper are as follows: all four ordering strategies can meet the needs of D Company. The total cost is decreasing in turn. The combined ordering strategy for advertising materials and multi-products can reduce the cost compared with the original ordering strategy. The total cost reduction is based on the reduction of reorder cost and purchase cost. In essence, due to the decrease in the number of orders and the increase in price discounts, the joint ordering strategy of pop advertising materials and multi-products can effectively reduce the cost of POP advertising materials for company D. according to the total cost and price discount rate and the total amount discount, it can effectively reduce the cost of advertising materials in D Company. The functional relationship of the critical value, Adjusting these two parameter values can satisfy the financial constraints while safeguarding the demand. The optimal order batch of manual class is the most sensitive to price fluctuation, while the optimal order lot of the remaining materials is almost unaffected by price fluctuation. Total order cost and price fluctuations do not have a specific function.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F724.6

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