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根据设定的保质期确定买赠策略进行促销,已经成为易腐品零售商通常采用的管理策略。通过区分潜在需求和实际需求,分析了零售商的策略选择问题,构建了数学模型以确定缺货时间并最大化零售商总利润。结果表明,根据不同参数,零售商可能选择混合策略、完全买赠策略或缺货策略,并得出不同策略在实践中的关注焦点。采用数值算例和灵敏度分析,说明了策略实施的效果以及在实践中的应用情境,由此说明模型有效性和相关管理启示。
Determining a buy-out strategy based on a defined shelf-life for marketing has become a common management tactic used by perishable retailers. By distinguishing between potential demand and actual demand, the strategy of retailers is analyzed. The mathematical model is constructed to determine the stock-out time and maximize the total profit of retailers. The results show that depending on different parameters, retailers may choose to mix strategy, buy strategy or out-of-stock strategy, and come to the focus of different strategies in practice. Numerical examples and sensitivity analysis are used to illustrate the effectiveness of the strategy implementation and the application scenarios in practice, thus illustrating the effectiveness of the model and the related management implications.