南京工业大学学报（社会科学版）2016，Vol.15Issue(1)：122-128,7.
大型购物节中网络零售商广告投入及库存策略研究
Study on Advertising Investment and Inventory Decisions for Online Retailer in Shopping Festival
摘要
Abstract
In this paper, the newsboy model is used for online retailer′s advertising investment and inventory de-cisions as well as the manufacturer′s wholesale price decision problem in shopping festival.The demand function is based on website traffic and is related with advertising investment and price.The relationships between price-sensitivity coefficient, advertising effect factor, conversion rates, website traffic and decision variables as well as profits are explored.And the methods for determining the optimal advertising investment, inventory and wholesale prices are given.The optimal advertising investment and inventory strategy is obtained, and under certain condi-tions the best wholesale price can be fulfilled.The results show that, conversion rates, advertising effect factor and advertising costs are positively correlated, conversion rates and website traffic is proportional to the online re-tailer accurate inventory, customer price sensitivity coefficient is inversely proportional to the online retailer ac-curate inventory.The retailer′s profit is proportional to the traffic network, is inversely proportional to the price sensitive coefficient.关键词
网络零售商/库存管理/广告投入/供应链管理Key words
online retailer/inventory management/advertising investment/supply chain management分类
管理科学引用本文复制引用
王亚楠,何勇..大型购物节中网络零售商广告投入及库存策略研究[J].南京工业大学学报（社会科学版）,2016,15(1):122-128,7.基金项目
国家自然科学基金项目 （）
