CAJ | 학술논문

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。
연구엄상대기상품시부진행엄고선전급하시진행엄고선전적문제。재시장수구위수궤변량적정황하，건립엄상적정화량화엄고비용적연합결책모형，비교엄상재진행엄고선전급불진행엄고선전량충정황하적리윤，결과표명엄상재투입엄고비용적모개구간내진행엄고선전장유리가도，동시수치산례표명투입엄고정황하적진화량대우불투입엄고정황하적진화량。
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.