基于Newsboy及多个竞争网商的订货模型建构

以需求受价格和广告投入影响的Newsboy问题为研究对象,结合网络环境,建立了不确定环境下多个竞争网商进行最优定价、广告投入和订货量的联合确定模型,指出该模型存在唯一的纳什均衡解。最后给出案例进行数值解法演示,以模型建构和应用来优化网商订货策略,帮助网商订货、定价、广告和库存管理决策。

Construction of Ordering Models Based on Newsboy and Multiple Competition Network Operators

This paper takes Newsboy problem as the research object whose demand is affected by price and advertisement expenditure combining with the network environment;it sets up model in the uncertain environment that multiply competition network operators conduct optimal pricing,advertising investment and order quantity united certainty,and points out that the model has a unique Nash equilibrium solution.Finally,it provides cases to make the numerical solution demonstration using model construction and application to optimize the network operators＇ order strategy and help network businessmen give orders,price,advertise and make inventory management.