厂商广告决策模型分析  

Retailer Advertisement Decision Model Analysis

作　　者：马文杰[1] 郝刚 高丝雨 魏明磊 王学武[1] 

机构地区：[1]东北电力大学理学院,吉林吉林132012 [2]中国石油吉林石化分公司检测中心,吉林吉林132012 [3]吉林大学数学学院,长春130012 [4]中国移动通信集团北京有限公司,北京100027

出　　处：《东北电力大学学报》2013年第5期85-88,共4页Journal of Northeast Electric Power University

基　　金：东北电力大学博士科研启动基金资助(BSJXM-200913)

摘　　要：研究厂商对其商品是否进行广告宣传及何时进行广告宣传的问题。在市场需求为随机变量的情况下,建立厂商的订货量和广告费用的联合决策模型,比较厂商在进行广告宣传及不进行广告宣传两种情况下的利润,结果表明厂商在投入广告费用的某个区间内进行广告宣传将有利可图,同时数值算例表明投入广告情况下的进货量大于不投入广告情况下的进货量。This paper investigates whether a retailer makes advertisement or not and how to make advertise-ment investment policy. Under the condition that the demand is stochastic,the model of ordering quantity and advertisement cost cooperative decision is set up,and the profits of making advertisement and of not making it are compared. The result shows that when the advertisement investment cost falls in specific range,the retailer can earn profit. Meanwhile,some numerical example indicates that the retailer’ s order quantity of making ad-vertisement is more than that of not making advertisement.

关 键 词：广告 随机需求 进货决策 

分 类 号：O221[理学—运筹学与控制论] F224[理学—数学]