双梯队供应链中的竞争性定价和种子节点选择

IF 3.7 4区 管理学 Q2 OPERATIONS RESEARCH & MANAGEMENT SCIENCE Operations Research Perspectives Pub Date : 2024-08-30 DOI:10.1016/j.orp.2024.100314
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引用次数: 0

摘要

本文提出了一个供应链定价的双层博弈模型,其中制造商(他)是领导者,零售商(她)是追随者。领导者决定批发价格,追随者决定销售价格并选择种子节点。该模型的主要思想是,用于推广产品的营销策略侧重于向潜在客户提供免费样品。因此,分析社交网络的重要性不言而喻。为了实现利润最大化,零售商会根据三个因素做出决定:第一,领导者对批发价格的决定;第二,社会网络结构,这对选择种子节点至关重要;第三,人们对产品的评价。因此,我们建立了一个双层混合整数非线性编程模型,以考虑潜在客户之间的社会约束力。为了求解该模型,我们采用了元启发式算法。最后,讨论了模型参数对决策变量和目标函数的影响。根据分析和讨论,生产成本对参与者的决策和利润有显著影响。此外,与其将所有营销预算用于增加种子节点,不如将其用于市场调研和加强宣传。此外,在进行决策之前,还需要确定参与者是希望利润最大化还是市场渗透率最大化。
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Competitive pricing and seed node selection in a two-echelon supply chain

This paper presents a bi-level game model for pricing in a supply chain where the manufacturer (He) is the leader, and the retailer (She) is the follower. The leader decides on the wholesale price, and the follower decides on the selling price and selects seed nodes. The main idea of the model is that the marketing strategy used for promoting the product is focused on giving free samples to potential customers. Hence, the importance of analyzing a social network becomes evident. To maximize her profit, the retailer decides based on three factors: first, the leader's decision about wholesale price; second, the social network structure, which is critical for selecting the seed nodes; and third, people's valuation of the product. Therefore, a bi-level Mixed-Integer Nonlinear Programming model is developed to consider the social binds between potential customers. To solve this model, we employ a meta-heuristic algorithm. Finally, the effect of the model's parameters on decision variables and the objective functions is discussed. Based on the analysis and discussions, the production cost has a prominent impact on the players’ decisions and profits. Furthermore, instead of spending all the marketing budget on increasing seed nodes, it is suggested that they be spent on market research and improving good publicity. Moreover, deciding whether the players want to maximize the profit or market penetration is required before diving into decision-making.

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来源期刊
Operations Research Perspectives
Operations Research Perspectives Mathematics-Statistics and Probability
CiteScore
6.40
自引率
0.00%
发文量
36
审稿时长
27 days
期刊最新文献
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