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多产品协同促销模式下的零售商促销时间决策模型

, PP. 89-97

Keywords: 价格促销,零售商,利润,促销时间

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Abstract:

?本文利用某大型连锁超市的销售数据,从零售商整体利润的角度对价格促销进行研究。构建了多产品协同促销模式下的促销时间决策模型,将多种不同产品及其促销时间同时纳入模型进行研究。结果表明,零售商对多个产品所进行的价格促销能够显著地影响其整体利润。而且,价格促销的效果随着促销时间的延续而降低,周末时的促销效果明显优于工作日。因此,在多产品协同促销模式下,利用本文构建的决策模型,零售商可以根据不同产品对企业整体利润的贡献来决定其促销时间,从而合理规划促销组合。

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