竞争市场中产品组合管理博弈模型(英文)

Agametheory-basedmodelforproductportfoliomanagementinacompetitivemarketA.Sadeghi,M.ZandiehExpertSystemswithApplications,2010StructureIntroductionLiteraturereviewDescriptionofthePPMproblemProblemformulationExampleConclusionsandfuturework1.IntroductionConsumers,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.LiteraturereviewAPPMisdefinedasadecisionmakingthatoptimizessomecriteria,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.DescriptionofthePPMproblemConsideringthefirmcapabilitiestoproduceproducts,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–engineeringinteractioniscmnmnp12mNembodiedinthedecisionsassociatedwithcustomers’choicesofdifferentproducts.Variouscustomerpreferencesondiverseproductsarerepresente