线上零售商销售策略差异性分析及策略组合优化模型

随着线上零售业的快速发展,线上零售策略优化研究对提高线上零售商决策水平,维持线上零售业继续健康发展具有积极意义.在概述关于线上零售策略优化已有研究成果的基础上,利用数学方法严格解析了两种常用销售策略之间的联系和差异,在考虑冲量(市场份额)对消费者线上购买行为和销售量的影响的条件下,建立了线上零售商销售策略组合优化问题的非线性混合整数规划模型,并基于模型分析了零售商应该采用的销售策略优化方案.

Analysis on Differences of Sale Strategies and Optimal Portfolio for Online Retailers

With rapid development of online retailing, investigation on optimal online retail strategy is significant for improving online retailer''s decision-making level and maintaining healthy development of online retailing industry. In this paper, a survey on the existing results on optimization to online retail strategies is first made. Then, by mathematical methods, relations and differences between two popular sale strategies are studied. Taking into account the impact of market share on consumption behavior and demand, a mixed nonlinear integer programming model is constructed for online retailers, and optimal sale strategies are obtained based on the analysis of the model.