考虑营销成本的网店运营商最优决策模型研究

Study on Optimal Decision Model of Online Store Operator with Marketing Cost Consideration

把营销成本引入需求率当中,研究了零售价格和营销费用同时影响产品需求情况下,网店运营商基于零售价、营销费用和订货批量的最优决策问题。研究表明:市场营销成本与其进货批发价、订货成本和营销的需求成本弹性成正比,与需求的价格弹性、定货批量成反比。网店运营商的最优零售价与网店运营商订购成本、供应商给网店运营商的批发价和需求的营销成本弹性成正比,与需求的价格弹性和订货批量成反比。网店运营商的最优订货批量与网店运营商订购成本、市场营销成本和营销成本弹性成正比,与零售价、需求的价格弹性和网店运营商单位商品库存成本成反比。

In this paper,we introduced the marketing cost into the calculation of the demand rate and studied the optimal decision of an online store operator with regard to retail price,marketing cost and ordering quantity under the circumstances where both the retail price and marketing cost would influence product demand.Through the analysis,we found that the marketing cost was positively in proportion to the wholesale buying price,ordering cost and demand cost and negatively to demand price elasticity and ordering quantity.The optimal retail price of the online store operator was positively in proportion to its ordering cost,supplier wholesaling selling price and marketing cost elasticity,and negatively to demand price elasticity and ordering quantity.The optimal ordering quantity of the operator was positively proportional to its ordering cost,marketing cost and market cost elasticity and negatively to retail price,demand price elasticity and unit inventory cost.