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当前位置:首页 > 商业/管理/HR > 信息化管理 > 竞争市场中产品组合管理博弈模型(英文)
Agametheory-basedmodelforproductportfoliomanagementinacompetitivemarketA.Sadeghi,M.ZandiehExpertSystemswithApplications,2010StructureIntroductionLiteraturereviewDescriptionofthePPMproblemProblemformulationExampleConclusionsandfuturework1.IntroductionConsumers,industrialmanagers,andsalesandmarketingpeople,alldemandproductsthatimprovetheirlifestylesortogainanedgeoverthecompetition.So,productportfoliosareinterestingformanypeople.Butunlimitedproductvarietyisnotawaytobesuccessful;therehastobeanoptimum.ItistrueformostcompaniesthattheParetoruleapplies:80%ofthesalesand/orprofitscomefrom20%oftheproducts.Itisevidentthatasingleproductcannotfulfillthemanufacturerneedsandontheotherhand,fordiversitythereexistslimitation.Intoday’shighlycompetitiveenvironment,determininganoptimalproductportfolioisveryimportantforthesurvivalofafirm.Optimalproductportfoliohasreceivedconsiderableattention,becausetheratesoffailureofnewproductportfolioandtheirassociatedlossesareveryhigh.Thewholeproductcomponentinformation(产品构建信息),engineeringportfoliodecision(工程组合决策)isverycrucialfortheprogressofafirm,becauseitisverycostlyanddifficulttochange.Thekeyquestionsare,whatthebestproductportfoliois,andhowmanufacturercanfindit.Productportfoliomanagement(PPM)isageneralbusinessconceptthatanalyzetheproductionability(生产能力)andmarketpotential,simultaneously,andthendeterminethebestsetofproductstooffer.PPMisdevelopedtodirectaproductanditsdiversityincludingnotonlyattributes(属性),levels,andprice’s,butalsoanalysisresults,environmentalrequirements(环保需求),manufacturingprocedures(生产流程),productperformanceinformation(产品性能信息),andetc.ThereforePPMhasbeenclassifiedasacombinatorialoptimizationproblem.Eachcompanystrivesfortheoptimalityofitsproductofferingsthroughvariouscombinationsofproducts.ThePPMproblemmaydevelopfromtwoperspectives:(I)Forattracttheopinionofcustomersintargetmarkets.(II)Forreducethemanufactureengineeringcosts.Firstistheproblemofmarketingmanagers,andsecondistheproblemofproducer.Whenbothofthemcomposewitheachotherasreflecttoutilityofcostumersandengineeringcosts,thisproblembecomestomisslinkbetweensaleandproductionchain.JiaoandZhang(2005)considerthecustomer–engineeringinteractioninproductportfolioplanning,whichaimstocreateproductfamilyspecifications(产品族/系列规格)foratargetmarketsegment,andproposedamaximizingsurplussharemodel(最大剩余份额模型).Incompetitiveenvironment,wedetermineourproductportfoliowithregardtoproductsthatofferbycompetitors,whilethecompetitorsmanagetheirproductportfoliosinregardtoourproducts.Gametheorycanbeusedtomodelthisproblem.Theproposedmodelconstructsproductportfoliobasedoncustomer–engineeringinteractionmodelinproductportfolioplanningwhichisdevelopedbyJiaoandZhang.PresentpaperextendspreviousworksinPPMwithregardtocustomer–engineeringconcernsandcompetitiveenvironment.Itisnotforanyspecificproduct,anditcanbeappliedtoadiversityofproductsorservices.objective:developagametheory-basedmodelasaprocedureoffindingoptimalproductportfolio.2.LiteraturereviewAPPMisdefinedasadecisionmakingthatoptimizessomecriteria,suchasmarketshare.ThemaincontributionofthemostresearchesinPPMissummarizedinfollowingissues:1)Generatingdesignalternativesviamulti-objectiveoptimization(通过多目标优化生成设计方案).2)Accountingforuncertaintyandcompetitionwhenestimatingtheachievementofbusinessgoals.3)Applyingmeta-heuristicalgorithms(元启发式算法)tosolveacombinatorialproblemduringtheproductlinedesign.ThedevelopmentofalgorithmsHeuristic(identifyproductprofileproductlinedesign)algorithmsimprovedheuristicalgorithmsgeneticalgorithms.Thedevelopmentofmodels1)JiaoandZhangproposedamodeltoaddresstheproductportfolioplanningproblem,itconsiderscustomerpreferences,choiceprobabilitiesandplatformbasedproductcosting.Also,ageneticalgorithmprocedureisapplied.2)AiyoshiandMakiproposedagameproblemundertheconstraintsofallocationofproductandmarketsharesimultaneously.Theirresearchisconsideredseveralmanufacturersinoligopolymarket(寡头垄断市场).Thisproposedmodel,ontheonehandhadthecompetitivecircumstance,butontheotherhand,didnothasdetailssuchaslargevarietyofcustomers'preferences,customer–engineeringconcerns,etc.3)modelinthispaperconsidersbothdetailsandcompetitivecircumstance.3.DescriptionofthePPMproblemConsideringthefirmcapabilitiestoproduceproducts,asetofproductportfolioshavebeenidentified.Eachproducthascertaindesirabilitybetweencustomers.Morespecifically,weconsiderascenarioinwhichasetofproducts,havebeenidentified,giventhatthemanufacturer(m)hasthecapabilities(bothdesignandproduction)toproducealltheseproducts,..Aproductportfolio,,isasetconsistingofsomeselectedproduct.Combinedwiththeproducts,asetofproductportfoliosarecreated,.相关参数Forexample,ifmanufacturermcanproduce3product,7productportfolioareavailable:(=7)Everyproduct,,isassociatedwithcertainengineeringcosts,denotedas.Therearemultiplemarketsegments,S={s1,...,sg,...,sG},eachcontaininghomogeneouscustomers,withadefinitesize,Qg.Thecustomer–engineeringinteractioniscmnmnp12mNembodiedinthedecisionsassociatedwithcustomers’choicesofdifferentproducts.Variouscustomerpreferencesondiverseproductsarerepresente
本文标题:竞争市场中产品组合管理博弈模型(英文)
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