多产品定价、广告与库存联合决策研究

发布时间：2018-03-16 18:19

本文选题：多产品　切入点：定价　出处：《北京交通大学》2015年博士论文　论文类型：学位论文

【摘要】：定价、广告与库存的联合决策将企业的市场决策和库存管理的重大决策问题有机地结合起来,为企业的市场管理部门和生产／采购管理部门架起了桥梁,从而协调企业内部的经营管理,提高经营效率。对于多产品生产经营的企业来讲,多产品定价、广告与库存的联合决策对其经营利润具有极其重要的影响。因此,本文在需求确定和不确定两种情况下,对多产品的定价与库存,广告与库存,定价、广告与库存联合决策等问题进行了研究。在需求确定情况下,首先,建立了在不允许缺货和允许缺货两种情形下的基于经济订货批量(Economic Ordering Quantity, EOQ)的多产品定价与库存的联合决策模型,采用分支定界算法对模型进行求解,通过数值算例对企业经营的多种产品求解得出最优策略。结果表明,由于需求的确定性,产品的定价不受多产品联合决策与单产品独立决策的影响,也不受缺货情况的影响。而多产品联合决策的策略均优于单产品独立决策。其次,考虑产能约束的条件,建立了允许缺货的多产品动态定价与库存联合决策的ELS (Economic Lot Sizing)模型,采用拉格朗日松弛算法对模型进行求解。并通过数值算例的求解验证了拉格朗日松弛算法对求解多产品动态定价与库存联合决策的有效性和精确性,数值算例的结果表明多产品的联合策略优于单产品独立决策的策略,从而验证了联合决策的可行性和最优性。第三,考虑了库存容量约束及资金预算的约束情况,分别对不允许缺货和允许缺货两种情况下的多产品动态定价与库存联合决策模型进行研究,提出了基于动态规划法的遗传算法和非线性规划法相结合的优化算法求解模型。通过数值算例得出最优策略,并对算法的性质进行了分析。第四,考虑到广告对产品需求的影响,建立了生产能力和资金预算约束下的多产品定价、广告和库存联合决策模型。通过数值算例求得企业在多个生产周期内的定价、生产量和广告费用投入的最优策略。数值结果表明,广告对产品需求的影响较大时,企业对广告投入的费用较小,就能够达到促进产品销售的目的。相反,如果广告对产品需求的影响较小,则对该产品的广告投入费用增加。通过分析约束条件对决策的影响,说明企业生产能力对利润的影响表明存在一个最优生产能力,若生产能力过低,则造成无法满足生产计划安排,从而导致企业利润减少；但若生产能力过高,则可能造成产能过剩而损失利润。而企业资金预算的约束则与企业利润的收入呈正比趋势。在需求不确定情况下,首先,研究了多产品广告与库存联合决策的Distribution-Free报童模型。在不考虑广告影响下,研究了预算约束下多产品的最优库存策略,拓展建立了资金预算约束下的多产品广告与库存联合决策模型,采用拉格朗日启发式算法对模型进行求解。通过数值算例,分别求得产品需求受广告影响的三种情况下的最优策略,即方差不变情况(CVC, Constant Variance Case),方差系数不变情况(CCVC, Constant Coefficient of Variation Case),方差系数增加情况(ICVC, Increase Coefficient of Variation Case)三种情况。结果表明,投入广告时企业所获得的利润高于无广告投入时的利润；广告对需求影响的三种情况中,CVC情况下企业所得利润最大,而ICVC情况下,企业所得利润最小。其次,建立了多产品联合定价、广告和订货的数学模型,分析了最优解的存在性。并将模型拓展到预算约束下的多产品定价、广告和订货的联合决策模型。通过数值算例,在随机变量是服从负指数分布情况下,求解得出最优的产品定价、广告费用与库存决策；假定随机变量是随机生成的,通过计算机模拟仿真,对预算约束下的模型进行数值仿真,分别模拟仿真出企业所经营产品的价格、订货量以及广告费用的决策值的随机分布情况,以供企业决策参考。
[Abstract]:Pricing, advertising and inventory will be a joint decision of major policy issues market decision and inventory management of the enterprise organically, set up a bridge for the enterprise market management and production / procurement management department, to coordinate the management of enterprises, improve the management efficiency. For the production and operation of enterprises, multi product pricing and inventory decision, joint advertising has very important influence on its operating profit. Therefore, based on the needs of certain and uncertain two case of pricing and inventory of products, advertising and inventory, pricing, advertising and inventory decision problem was studied.
The demand is determined, first established in not allowing goods shortage and allow the economic order quantity shortage in two cases (based on Economic Ordering Quantity, EOQ) a joint decision model of multi product pricing and inventory, the branch and bound algorithm to solve the model by numerical solution of a variety of products on the business cases the optimal strategy. The results show that due to uncertainty of demand, the price of the product is not affected by the multi item joint decision-making and single product independent decision-making, is not affected by the shortage. And multi product joint decision strategy is better than the single product independent decision-making. Secondly, considering capacity constraints, a shortage the multi product dynamic pricing and inventory decision combined with ELS (Economic Lot Sizing) model, using Lagrange relaxation algorithm to solve the model. The solution and the numerical test The Lagrange relaxation algorithm is effective and accurate for solving the multi product dynamic pricing and inventory decision, the numerical results show that the combination of multi product strategy is better than the single product independent decision-making strategy, which verifies the feasibility and optimality of the joint decision. Third, considering the constraint of limited storage capacity and capital budget the of out of stock is not allowed and allow dynamic pricing and inventory decision model of multi product joint stock two case study, put forward the optimization algorithm of genetic algorithm and nonlinear programming method based on dynamic programming method combined. Through the numerical example show the optimal strategy, and the nature of the algorithm is analyzed. Fourth, considering the impact of advertising on product demand, establish multi product pricing capacity and budget constraints, advertising and inventory joint decision model Type. A numerical example is obtained in a number of enterprises in the production cycle of the pricing, the optimal strategy of production and advertising expenses. The numerical results show that the impact of advertising on product demand is large, the enterprise of advertising investment cost is small, can achieve the purpose of promoting sales. On the contrary, if the impact of advertising on smaller demand for the product, the product's advertising costs increased. Through the analysis of the influence of constraints on decision making, that influence the production capacity of enterprises for profit show that there is an optimal production capacity, if the production capacity is too low, which can not meet the production schedule, resulting in reduced corporate profits; but if the production capacity is too high. It could lead to overcapacity and loss of profit. And the enterprise budget constraints and corporate profits income was proportional to the trend.
Under the circumstances of demand uncertainty, first of all, the Distribution-Free of multi product newsboy model of advertising and inventory without considering the joint decision. Under the influence of advertisement, studies the optimal inventory strategy for multiple products under the budget constraints, establishing multi product budget constraints and advertising inventory joint decision model, using Lagrange heuristic algorithm to solve the model. Through the numerical examples, the optimal strategy of three cases were obtained under the product demand influenced by advertising, which is a constant variance (CVC Constant, Variance Case), variance coefficient constant (CCVC, Constant Coefficient of Variation Case), variance coefficient increased (ICVC, Increase Coefficient of Variation Case three). The results show that the enterprise obtain the advertising the profit higher than that without advertising the profit; three the impact of advertising on demand In the case of CVC enterprise profit maximum, and the case of ICVC, the minimum profit of enterprise income. Secondly, establish the mathematical model of joint product pricing, advertising and ordering, analysis of the existence of the optimal solution. And the model is extended to multi product pricing under budget constraints, a joint decision model of advertising and ordering. Through numerical example, the random variable is subject to exponential distribution case, obtain the optimal product pricing, advertising costs and inventory decision; assume that the random variable is randomly generated, through computer simulation, the numerical simulation was carried out on the budget constraint model, respectively to simulate the enterprise business products the random distribution of price, order quantity and decision advertising value, for enterprise decision-making.

【学位授予单位】：北京交通大学
【学位级别】：博士
【学位授予年份】：2015
【分类号】：F224;F274

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