Abstract
The newtrendsoftheoryandpracticeoflogistics’ developmentarebasedonlogisticaloperatorsandmanagersofeach links of supply chainsaspirations to earn the maximal profit from integral paradigm of logistics application based on more close interaction between logistic and marketing strategies of firms or companies. At present, it is very actual the development and analysis of optimization models which are accounting simultaneously influence of marketing activity of companies and the logistics conception. In the article, on the basis of classical model of multi-nomenclature products optimal planning by an enterprise side by side the optimal planning of finished product transportation to consumers the economic-mathematical model has been developed and analyzed taking into account the marketing activity of enterprise. It is supposed that demand for finished products is a some increasing function of advertising costs. The concrete form of such dependence may be found in result of corresponding market’s analyses for previous period. In more simple case it may be the linear dependence. It is supposed also that expected demand without cost for advertising is known in result of market analyses. This optimization model allows us to findouttheoptimal joint production and transportationplansandoptimal advertising costs maximizing the total profit of enterprise. The experimental calculations show that interaction of marketing and logistics conceptions allows not only to increase the effectiveness of supply chain functioning as a whole but its every link, as well. The approach proposed may be applied for investigation of more general optimization models takingintoaccount the marketdemand fluctuation over the given planning horizon. The results obtained in the article show that above optimization model of integrated supply chain and its possible generalizations has thedefined perspective of further development in the framework of integral paradigm of logistics.Keywords: supply chain, optimization of the production and transportation plans, demand, marketing activity.
Highlights
Рассмотрим некоторое промышленное предприятие, выпускающее продукцию K наименований
The new trends of theory and practice of logistics' development are based on logistical operators and managers of each links
of supply chains aspirations to earn the maximal profit from integral paradigm of logistics application based on
Summary
Предполагается, что спрос на продукцию является некоторой возрастающей функцией от размера затрат на рекламу. Явный вид этой зависимости может быть определен в результате, например, маркетинговых исследований. В частности, она может иметь вид линейной зависимости, при этом ожидаемый спрос на продукцию без учета дополнительных затрат фирмы рекламу считается известным. Модель позволяет определить производственный план предприятия-производителя, планы перевозок для транспортных предприятий, а также размеры затрат на рекламу, максимизирующие суммарную прибыль предприятия от продажи продукции с учетом затрат, связанных с производством и доставкой готовой продукции от предприятияизготовителя в пункты назначения, а также затрат на маркетинг. Предложенный подход может быть использован также для изучения динамических моделей, в которых производственный и перевозочный процессы рассматриваются на заданном горизонте планирования с учетом колебания рыночного спроса. Ключевые слова: цепь поставок, оптимизация плана поставок, спрос, маркетинговая деятельность предприятия
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
