基于收益分析的零售商主导型供应链中产品营销优化研究

摘要

In this paper, we studied a single-product supply chain consisting of one supplier and one retailer, defined the relevant parameters of the supply chain, then established the product marketing optimization model with the revenue of the supplier, the retailer and the supply chain as a whole as the objective function, on the basis of which we designed a solution for the optimization of the product marketing of the supply chain and presented the constraining conditions to be satisfied, and at the end, built a marketing orientation mechanism to optimize the product marketing of the supply chain dominated by the retailer.%由于经济社会和市场环境的变化，零售商依托销售渠道优势在很多产品的供应链中占据了主导地位，在由供应商、零售商和消费者组成的供应链中进行产品营销优化的关键是处理好零供关系，为此研究了由一个供应商和一个零售商组成的单一产品供应链中营销优化问题，对该供应链中相关参数进行了设定，并以供应商、零售商和整个供应链的收益为目标函数构建了产品营销优化模型，对该模型相关参数的关系和数量进行推导和计算，在此基础上设计了一套可以实现该供应链产品营销优化的方案并给出了其所要满足的约束性条件，最后考虑到零售商供应链产品营销的实践构建了一种营销向导机制，以此来实现零售商居于主导地位的供应链产品营销的优化。