预售模式下考虑产能约束的制造商产量及宣传决策  

Manufacturer Output and Publicity Decisions Considering Capacity Constraints under Pre-sale Mode

作　　者：肖敏[1] 吴健健 XIAO Min;WU Jianjian(School of Economics&Management,Shanghai Maritime University,Shanghai 201306,China)

机构地区：[1]上海海事大学经济管理学院,上海201306

出　　处：《工业工程》2023年第4期35-43,共9页Industrial Engineering Journal

基　　金：国家自然科学基金资助项目(71473162)。

摘　　要：为帮助自产自销型中小企业作出合理的产量及宣传努力决策,构建产能超过及低于阈值两种情形的决策模型,运用多元函数极值求法及线性约束二次规划的K-T条件方法确立最优决策,应用Matlab对比分析两种情形下决策者风险规避度及产品单位成本对效用的影响.研究表明,产能水平会影响产量和宣传努力决策,但两者之间总是保持固定的比例关系;产品退货率上升时,企业应当积极扩大生产并降低宣传努力程度;产能水平较低的企业不应盲目提高生产能力,如若产能与阈值接近,应多考虑改进产品性能或优化线上服务等;对于产品退货率和贬值率都较高的企业来说,重点应当放在降低退货率上.In order to help small and medium-sized enterprises with self-produced and self-sold products make reasonable decisions on output and publicity efforts,a decision-making model is established for two situations of production capacity exceeding and below the threshold.The optimal decision is established by using the extremum method of multivariate functions and the K-T condition method of linear constrained quadratic programming.The impact of the decision maker’s risk aversion and product unit cost on utility in two situations is compared and analyzed by using Matlab.Results show that production capacity levels can affect output and publicity efforts decisions,but there is always a fixed proportional relationship between them;when product return rates increase,enterprises should actively expand production and reduce publicity efforts;enterprises with relatively low capacity levels should not blindly increase production capacity,if the production capacity is close to the threshold,more consideration should be given to improve product performance or optimize online services;for enterprises with high product return and depreciation rates,the focus should be on reducing the return rate.

关 键 词：预售 产能约束 价格波动 风险规避 

分 类 号：F274[经济管理—企业管理]