考虑产品租赁与缺货损失的制造商最优营销策略

Optimal Marketing Strategy for a Manufacturer Considering Product Leasing and Lost Sales

针对制造型企业在产品服务化进程中所开展的产品租赁业务模式进行研究,以确定制造商的最优的销售周期及各类产品的最佳数量。考虑到产品的库存持有成本、缺货随时成本及产品折旧费用等因素,建立了基于总利润最大化的函数模型。在模型的求解过程中首先证明了解析解的重要性质:对于任意给定的销售周期,用于出租的产品与用于销售的产品之间存在最优的数量比例使得总利润最大,反之亦然。后续的算例与参数敏感性分析,给出了一些重要的管理洞察:制造商最优的营销策略受到出租产品需求率以及销售产品售价的影响;制造商选择开展产品出租业务时,就必须使得用于出租的产品数量处于合理的范围内。

Product leasing service was studied considering the servitization conducted by many manufactur- ing enterprises aiming at identifying the optimal selling period and the best proportion between two kinds of product, i. e. , the selling-product and the leasing-product. Furthermore, a model maximizing the total profit considering the inventory holding cost, backorder cost, product depreciation expenses, etc is formu- lated. During the derivation of the best solution, some important properties can be obtained： there always exists the optimal proportion between the amount of selling-product and leasing-product given the selling period in order to maximize the total profit, and vice versa. Results of numerical experiments and parame- ter sensitivity analysis shed light on management： manufacturer＇s optical marketing strategies are affected by demand rate of leasing-product and price of selling-product. And also, manufacturer should keep a rea- sonable amount of leasing product when panning to carry out the leasing service.