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基于零售商主导型供应链优化的]营销产品设计

田歆1,侯玉梅2,丁玉章3,傅晶3   

  1. 1.中国科学院虚拟经济与数据科学研究中心; 2.燕山大学经济管理学院,秦皇岛; 3.上海海鼎信息工程股份有限公司
  • 收稿日期:2011-05-30 出版日期:2011-11-25 发布日期:2012-03-27

田歆,侯玉梅,丁玉章,傅晶. 基于零售商主导型供应链优化的]营销产品设计[J]. 系统科学与数学, 2011, 31(11): 1524-1533.

TIAN Xin, HOU Yumei, DING Yuzhang, FU Jing.  PRODUCT DESIGN FOR MARKETING AND SALES WITH  RETAILER-LEADING SUPPLY CHAIN OPTIMIZATION[J]. Journal of Systems Science and Mathematical Sciences, 2011, 31(11): 1524-1533.

 PRODUCT DESIGN FOR MARKETING AND SALES WITH  RETAILER-LEADING SUPPLY CHAIN OPTIMIZATION

TIAN Xin1, HOU Yumei2, DING Yuzhang3, FU Jing3   

  1. 1.Research Center on Fictitious Economy and Data Science ; 2.Institute of Business and Management, Yanshan University; 3.Shanghai Heading Information Engineering Co., Ltd.
  • Received:2011-05-30 Online:2011-11-25 Published:2012-03-27
零售商的供应链管理及运作改善是企业管理领域的一个热点问题.针对中国连锁零售企业的实际情况和存在的问题,建立了一种零售商主导型供应链管理优化模型,
设计了一种可以有效提升零售商品销售的营销产品---``销售助手''.模型分析与产品实践表明:商品营销是当前连锁零售商的发展瓶颈,设计一种高性价比的营销产品及策略是改善零供关系等问题的关键,最后讨论了``销售助手''成功应用的一些管理启示.
Supply chain management and operational development for dominant retailer is a hot topic in business management. Based on the current situation of and the problems facing to Chinese retail chain, this paper presents a model to improve the retailer-leading supply chain management, and devises a marketing product system entitled Sales Assistant to improve retail sales. Model analysis and practical application show that marketing and sales is the bottleneck dominant retailer faced, and the key of the problem is to propose a high-efficient and low-cost marketing strategy. Finally, the management insights about the product design and product practice of Sales Assistant are discussed.

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[2] 肖成勇,王谦. 两层次广告博弈中供应商的一种]批发价协调策略[J]. 系统科学与数学, 2011, 31(11): 1504-1510.
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