CAJ | 학술논문

目前,学术界对零售商决策的研究集中在两个方面：一是研究零售商与消费者行为的博弈关系,二是研究零售商与上游供应商的博弈关系。但零售商的决策应该将上述两种博弈关系进行综合考虑,本研究引进了消费者行为因素,构建了零售商同时考虑下游消费者行为和上游供应商因素的双边博弈决策机制模型,实现零售商在需求管理与供应管理方面的有机整合,使零售商的供应链决策更符合实际经济领域的运行状况,提高零售业供应链的运行效率。
목전,학술계대령수상결책적연구집중재량개방면：일시연구령수상여소비자행위적박혁관계,이시연구령수상여상유공응상적박혁관계。단령수상적결책응해장상술량충박혁관계진행종합고필,본연구인진료소비자행위인소,구건료령수상동시고필하유소비자행위화상유공응상인소적쌍변박혁결책궤제모형,실현령수상재수구관리여공응관리방면적유궤정합,사령수상적공응련결책경부합실제경제영역적운행상황,제고령수업공응련적운행효솔。
The studies of supply chain decision focus on two direction to date.One is the game theory between retailer and consumers.The other is the game between retailer and supplier.But in practice the decision of retailer should consider both of the above relationships.From the perspective of retailers,the consumers of a given products in a certain sales place is totally stationary.So the characteristics of consumer behavior can be fully reflected in the historical sales data.Retailer’s marketing strategies include pricing and advertising in this case.Pricing and advertising would affect consumer purchase decisions,thereby affect the demand distribution.The demand distribution is the important basis for retailer’s decision.So the retailer must calculate the pricing and advertising decisions in the interactive process to achieve dynamic balance.Our goal in this paper is to construct supply chain decision model interacted with uncertain demand.We focus on the bilateral game with supplier and consumers.And we build the demand distribution function including consumer characters.The distribution function of the demand is more in line with the reality of the actual retailer operations.This improves the assumption of demand distribution function with fixed parameters in past studies.We construct a profit-maximizing decision-making model and obtain the dependent equations of calculating optimal pricing and advertising according to the retailer’s decision mechanism interacted with the demand distribution function.And we design the decision model based on this demand distribution function and calculate the equilibrium solution.For the decision variables are in the demand distribution function,the analytical solutions can not be calculated directly.We calculate the numerical solutions by local search method using Matlab software.And we use the numerical solution to verify the existence of maximum point.The model and calculation program can help retailers achieve the optimal marketing strategy decision-making,and has a certain theoretical significance and application value.