Integration of promotion and production decisions in sales and operations planning
本文提出一个整合促销与生产决策的销售与运营规划模型，通过模拟消费者对价格促销的动态反应，揭示了整合计划的好处及最优促销时机与次数，并说明营销与生产因素的相互依赖如何影响这些发现。
This paper presents a new modelling framework for developing a sales and operations plan that integrates promotion and production planning decisions. We adopt a rich demand function that captures the dynamics and heterogeneity of consumer response to price promotions by simulating purchase incidence, consumer choice and quantity decisions, as well as household’s inventory level. Our numerical study reveals interesting findings on the benefits of developing an integrated sales and operations plan as well as the optimal timing and number of promotions, and more importantly, how these findings are influenced by the mutual dependence of marketing- and production-related factors.