摘要
针对营销策略对生产与库存决策的影响,本文利用系统动力学的方法进行了三个仿真研究。第一个模型综合考虑不同营销策略,利用系统动力学软件Vensim构建仿真模型,利用广告,促销,新品牌引入这三种营销行为对新增加的订单数量的变化情况进行了分析。第二个模型是在第一个模型基础上将竞争对手相互的营销策略的影响加入到了模型中,对增加的订单数量分布情况进行了研究。第三个模型是在第一个模型基础上增加了库存,订单积压等变量,得出了营销策略导致库存量的单调线性增加和订单积压单调减少的结论。通过这三个模型的仿真研究,我们得出了有效的营销策略可以增加企业的库存量,减少订单积压,同时订单率存在周期性变化的结论。
Considering the influence of marketing strategy on the decisions of production and inventory,three simulation researches using system dynamic method are conducted in this research.The first model considers different marketing strategies and a simulation model is established by using system dynamics software called Vensim.Order quantities changes in the situation of using three marketing strategies are analyzed,which is advertisement,promotion and new brand entry.The second model which is based on the first model adds competitors' marketing strategies into the new model,and the distribution of order quantities addition is studied.The third model which is also based on the first model adds inventory and order backlog into the new model and a conclusion of marketing strategies leading to monotonous linear increase of inventory and decrease of order backlog is made.By the researches on the three simulation models,a conclusion of effective marketing strategies can increase inventory and decrease the order backlog and order rate has cyclical changes is made.
出处
《中国管理科学》
CSSCI
北大核心
2012年第S2期491-498,共8页
Chinese Journal of Management Science
基金
国家自然科学基金资助项目(70972079)
关键词
营销策略
生产-库存决策
系统动力学
仿真
marketing strategy
decisions of production and inventory
system dynamics
simulation
