社会化媒体营销下的生鲜电商库存决策研究  

Fresh Food E-commerce Inventory Decision under Social Media Marketing

作　　者：乔梓钰 兰洪杰[1] QIAO Zi-yu;LAN Hong-jie(School of Economics and Management,Beijing Jiaotong University,Beijing 100044,China)

机构地区：[1]北京交通大学经济管理学院,北京100044

出　　处：《物流工程与管理》2020年第11期1-5,共5页Logistics Engineering and Management

基　　金：国家自然科学基金重点项目:大数据环境下的智能物流优化理论与方法(7183100)。

摘　　要：文中以采用社会化媒体营销的奶类生鲜电商为研究对象,按照商品的营销投入和销量情况利用K-means将其聚为三类,确定优化对象后建立了社会化媒体营销和库存联合决策的多周期动态规划模型,并通过对实际商品进行算例分析及灵敏度分析验证了模型鲁棒性及适用性,解决了各类商品的营销及库存决策问题;同时基于长短时记忆网络模型(LSTM),使用Adam算法作为训练优化器对高成本商品进行更精准的销量预测,进而为实现库存最优和利润最大提供联合决策思路,为商家平衡库存成本、营销成本从而实现利润最大化提供了优化方法。Thearticle takes the dairy fresh food e-commerce business using social media marketing as the research object,uses K-means clustering to determine parameter values,and establishes a multi-period dynamic programming model for joint decision-making of social media marketing and inventory.Numerical experiments and sensitivity analysis have verified the robustness and applicability of the model On the other hand,based on the long-term and short-term memory neural network model(LSTM),using the Adam algorithm as a training optimizer to forecast more accurately for high-cost commodities with a greater impact on profit,and provide joint decision-making ideas to achieve optimal inventory and profit maximizing to balance inventory and marketing.

关 键 词：生鲜电商 社会化媒体营销 需求预测 LSTM网络 库存决策 

分 类 号：F259.21[经济管理—国民经济]