Newsboy型商品最优广告费用与订货策略的联合确定

为使销售商合理地、科学地制订广告投入策略和相应的订货策略 ,通过将广告投入对需求的影响引入 Newsboy问题 ,建立了广告投入策略与订货策略联合确定的随机模型 ,证明了不确定性环境下的最优广告投入量应小于确定性环境下的最优广告投入量 ,提供了应用实例并分析了模型参数变化对最优策略的影响.

Joint Determination of Optimal Advertisement Cost and Order Policy for Newsboy-Type-Merchandise

The traditional Newsboy problems and their extensions did not consider the effect from advertisement. However, in the process of practically selling merchandise, retailers often stimulate demand of items sold by them through advertisement. Therefore, it is very important for retailers to how to make advertisement investment policy and order policy feasibly and scientifically. In this paper, we, through incorporating the effect of advertisement investment on demand into the newsboy problem, build a random model of joint determination of about investment policy and order policy. It is proved that the optimal advertisement investment cost under uncertainty environment is less than one under certainty environment. An applied example is showed and the effect of parameters of model on the optimal policy is provided.