ارائه مدل یکپارچه بهینه‌سازی تصمیمات قیمت گذاری، موجودی و بازاریابی برای کالاهای تند گردش در شبکه تو زیع چند کاناله

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری، گروه مهندسی صنایع، دانشکده فنی، دانشگاه صنعتی مالک اشتر، تهران، ایران

2 دانشیار، گروه مهندسی صنایع، دانشکده فنی، دانشگاه صنعتی مالک اشتر، تهران، ایران

3 استادیار، گروه مهندسی صنایع، دانشکده فنی، دانشگاه صنعتی مالک اشتر، تهران، ایران

4 دانشیار، گروه مهندسی صنایع، دانشکده فنی و مهندسی، دانشگاه دامغان، دامغان، ایران

چکیده
یکی از عناصر موفقیت هر سازمان تولیدی، بهینه‌سازی کانال توزیع کالا است. زیرا تمامی فعالیت‌های سازمان را به منظور ارائه خدمات مورد نیاز مشتریان تحت تأثیر قرار می‌دهد. عناصری مانند موجودی کالاها، تصمیمات بازاریابی، قیمت‌گذاری در بهینه‌سازی کانال توزیع موثر هستند. هر چند بررسی این عوامل به تنهایی باعث بهینه-سازی می‌شود ولی بهینه‌سازی همزمان آن‌ها، بهینگی سراسری را بوجود می‌آورد که درمطالعات گذشته به ندرت به این مساله پرداخته شده است. لذا این مقاله به دنبال ارائه یک مدل یکپارچه برای بهینه‌سازی همزمان عناصر زنجیره‌تامین در کانال توزیع است. مدل پیشنهادی یک مدل غیرخطی دو هدفه است که در آن تصمیمات مربوط به بازاریابی، قیمت‌گذاری و کنترل موجودی در نظر گرفته شده است. برای عنصر کنترل موجودی، از دو تامین کننده داخلی و خارجی استفاده شده است. در این بررسی، تابع هدف اول، به دنبال حداکثر کردن سود و تابع هدف دوم مطلوبیت حاصل از رضایت مشتری می‌باشد. مدل ارائه شده در شبکه زنجیره تامین فروشگاه‌های زنجیره‌ای اتکا پیاده سازی شده است. مدیریت موجودی در مراکز توزیع و همچنین پارامترهای بازاریابی اعم از قیمت‌گذاری محصولات در کانال‌ها (عمده فروشی، خرده فروشی، اینترنتی)، انتخاب بهترین کانال برای هر محصول، میزان فروش هر محصول در هر کانال و در نهایت میزان تخفیف برای محصولات در کانال‌های مختلف در مدل پیشنهادی بررسی شده است و سپس با روش ال پی متریک توسط نرم افزار گمز و الگوریتم ژنتیک رتبه‌بندی نامغلوب حل گردیده است. که نشان‌‌ می‌دهد الگوریتم ژنتیک رتبه‌بندی نامغلوب در ابعاد بالا نتایج مطلوب در زمان مناسب‌تری ارائه می‌دهد.

کلیدواژه‌ها


عنوان مقاله English

An integrated model for optimizing pricing, inventory and marketing decisions for fast-moving goods in a multi-channel network

نویسندگان English

hassan bagheri 1
mohammad hosein Karimi Ghovareshki 2
MORTEZA ABBASI 3
Hamed Fazlollahtabar 4
1 PhD student, Department of Industrial Engineering, Faculty of Engineering, Malik Ashtar University of Technology, Tehran, Iran
2 Associate Professor, Department of Industrial Engineering, Technical Faculty, Malik Ashtar University of Technology, Tehran, Iran
3 Assistant Professor, Department of Industrial Engineering, Technical Faculty, Malik Ashtar University of Technology, Tehran, Iran
4 Associate Professor, Department of Industrial Engineering, Faculty of Technology and Engineering, Damghan University, Damghan, Iran
چکیده English

One of the elements of the success of any production organization is the optimization of the product distribution channel. Because it affects all the activities of the organization in order to provide the services needed by the customers. Elements such as inventory, marketing decisions, and pricing are effective in optimizing the distribution channel. Although the investigation of these factors alone leads to optimization, but their simultaneous optimization creates global optimal, which has rarely been addressed in past studies. Therefore, this article seeks to present an integrated model for the simultaneous optimization of supply chain elements in the distribution channel. The proposed model is a bi-objective model in which decisions related to marketing; pricing and inventory control are considered. Two internal and external suppliers have been used. In this study, the first objective function seeks to maximize profit and the second objective function is the utility resulting from customer satisfaction. The presented model has been implemented in the supply chain network of Etka chain stores. Inventory management in distribution centers as well as marketing parameters, including product pricing in channels, choosing the best channel for each product, the amount of sales of each product in each channel and finally the amount of discount for products It has been checked in different channels in the proposed model and then it has been solved by LP metric method by GAMS and NSGA2 algorithm. Which shows that the genetic algorithm of NSGA2 in high dimensions provides the desired results in a more appropriate time.

کلیدواژه‌ها English

pricing
inventory
integrated management
fast selling goods
distribution network
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