柴油批零一体营销量价优化建模与应用

Modeling and application of wholesale&retail diesel marketing volume and price optimization

目前,国内外学者对批发零售市场的研究多集中在宏观经济运行效率层面的评价性研究,缺乏对成品油市场的研究。柴油批零一体化营销量价优化模型,以批发、零售市场效益(收入或者利润)最大化为原则,考虑目前中国成品油市场特点与现状,选取寡头市场竞争模型。依据一体化营销理论和某些假设条件,区分各种经济变量,建立量价关联方程模型,描述经济变量间的联立关系,研究零售市场与批发市场的量价均衡。对柴油批零量价关系进行分析,既考虑显著影响量价的宏观变量,又关切竞争对手的量价等因素,并根据模型预测分析结果,提出系统的营销策略和优化建议。

At present,the domestic and foreign scholars’researches on wholesale and retail mainly focus on the evaluation research on the level of macroeconomic operation efficiency and lack refined oil market research.Under the characteristics and current situation of China’s refined oil market,this paper selects the oligopoly market competition model based on the principle of maximizing the benefit(income or profit)of the wholesale and retail market.According to the theory of integrated marketing and some assumptions,it distinguishes various economic variables,establishes the model of quantitative and price relation equation,describes the simultaneous relationship between economic variables,and researches the quantitative and price equilibrium between retail market and wholesale market.Based on the analysis of the relationship between wholesale and retail diesel marketing volume and price,this paper not only considers the macro variables that significantly affect the volume price,but also concerns the volume price of competitors and other factors.It proposes the systematic marketing strategies and optimization suggestions in line with the model prediction analysis results.