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Integrated sales and operations planning with multiple products: Jointly optimizing the number and timing of promotions and production decisions

机译：具有多种产品的集成销售和运营计划：共同优化促销和生产决策的数量和时间

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摘要

This paper presents a modelling framework for sales and operations planning (S&OP) that considers the integration of price promotion and production planning for multiple products. Such a modelling framework takes into account the potential competition and canni-balization between products, as well as the allocation of shared production resources. The demand model that we adopt combines purchase incidence, consumer choice and purchase quantity in a sequential framework to obtain the dynamics and heterogeneity of consumer response to promotions. Due to large problem sizes, we develop a heuristic approach for solving the resulting joint optimization problem. The results of our numerical study show interesting findings on the optimal number and timing of promotions that take into account the mutual dependence of marketing and production related factors.
机译：本文提出了一个用于销售和运营计划（S＆OP）的建模框架，其中考虑了多种产品的价格促销和生产计划的集成。这样的建模框架考虑了产品之间的潜在竞争和同类竞争，以及共享生产资源的分配。我们采用的需求模型在顺序框架中结合了购买发生率，消费者选择和购买数量，从而获得了消费者对促销的反应的动态性和异质性。由于问题规模大，我们开发了一种启发式方法来解决由此产生的联合优化问题。我们的数值研究结果显示了关于促销的最佳数量和时机的有趣发现，这些促销考虑了市场和生产相关因素的相互依赖性。

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  • 来源
    《Applied Mathematical Modelling》 |2020年第4期|792-814|共23页
  • 作者

  • 作者单位

    Industrial Engineering Universitas Gadjah Mada Indonesia;

    CORAL-Cluster for Operations Research Analytics and Logistics Department of Economics and Business Economics Aarhus University Denmark;

  • 收录信息 美国《科学引文索引》(SCI);美国《工程索引》(EI);
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    Demand model; Forward buying; Product substitution; Cannibalization; Promotion;

    机译：需求模型;远期购买;产品替代;同类相食晋升;

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