资金约束零售商的订购与营销联合决策研究

A newsvendor's joint ordering and marketing decision under capital constraint

研究了在资金约束下,传统的报童模型在可以使用营销手段促进下游需求的条件下,零售商的订货决策以及营销资金的投入,发现针对不同的营销函数,存在营销结果理想和不理想两种情况,且针对两种情况,零售商面临的资金约束关键点是不同的,零售商会据此决定其订货及营销决策.

This paper is concerned with a capital-constrained newsvendor model under which marketing promotion method can be used to stimulate the downstream market demand. It shows the newsvendor＇s strategy of order quantity and promotion effort and states that under different promotion effort functions, there are satisfactory and unsatisfactory situations. Facing different situations, the newsvendor may choose different vital capital constraint points. The retailer will decide their ordering and promotion strategy based on their capital constraint and the promotion result.