企業(yè)的營(yíng)銷管理問(wèn)題解答概要

1、企業(yè)的營(yíng)銷管理問(wèn)題解答概要用分別表示10種小家電，（）分別表示3類小家電的最大年生產(chǎn)能力，（，）表示已簽約的第個(gè)訂單第種小家電的量，第種小家電的銷售額與訂購(gòu)量的函數(shù)關(guān)系為，第種小家電的宣傳費(fèi)用與訂購(gòu)量的函數(shù)關(guān)系為，這里為訂購(gòu)量。第種小家電的成本與產(chǎn)量的函數(shù)關(guān)系為，這里為產(chǎn)量。第種小家電計(jì)劃內(nèi)銷售經(jīng)費(fèi)與銷售量的函數(shù)關(guān)系為，這里為計(jì)劃內(nèi)的銷售量。（，）表示第個(gè)意向客戶簽約第種小家電的數(shù)學(xué)期望。（，）表示工廠供應(yīng)第個(gè)意向客戶第種小家電的數(shù)量，是第個(gè)意向客戶對(duì)于第種小家電的最大意向簽約量，表示第種小家電計(jì)劃外銷售量的數(shù)學(xué)期望，表示工廠對(duì)第種小家電的計(jì)劃外供應(yīng)量，表示第種小家電計(jì)劃外銷售部分向企業(yè)上交的

2、利潤(rùn)與銷量的函數(shù)關(guān)系。（1）第一問(wèn)已簽訂合同的銷售額的和為；意向合同供貨的銷售額的和為；計(jì)劃外供應(yīng)量上交的銷售利潤(rùn)的和為；第種小家電計(jì)劃內(nèi)的生產(chǎn)量為，它的生產(chǎn)成本為，銷售經(jīng)費(fèi)為，計(jì)劃內(nèi)產(chǎn)品的總利潤(rùn)為計(jì)劃內(nèi)和計(jì)劃外產(chǎn)品的總利潤(rùn)為 約束條件有三類，第一類是產(chǎn)量約束，約束條件如下。 第二類約束是意向供應(yīng)量的約束條件，要大于等于相應(yīng)的數(shù)學(xué)期望，小于等于最大意向簽約量。 ，；第三類約束是計(jì)劃外訂購(gòu)合同量的約束 ，.綜上所述，建立如下的數(shù)學(xué)規(guī)劃模型s.t. ，；，.（說(shuō)明：關(guān)于下面的各種函數(shù)關(guān)系，我們無(wú)法利用插值函數(shù)進(jìn)行計(jì)算，因?yàn)楸?中的數(shù)據(jù)，有0.08萬(wàn)，即0.8千，如果外插，誤差很大，并且用Matla

3、b計(jì)算的話，結(jié)果是不確定的，即Matlab要求的必須是內(nèi)插）。通過(guò)小家電產(chǎn)量與成本的散點(diǎn)圖可以看出成本與產(chǎn)量近似呈線性關(guān)系，我們用線性擬合求出第種小家電成本與產(chǎn)量的線性函數(shù)關(guān)系，計(jì)算的結(jié)果見(jiàn)表1。 表1 成本與產(chǎn)量函數(shù)關(guān)系的系數(shù)123456789105.19845.61945.890712.85214.82615.20813.31714.26815.07715.46215.56817.27817.65546.22752.10754.37567.47872.29876.36778.173同樣地，我們擬合出銷售額與訂購(gòu)量的線性函數(shù)關(guān)系，計(jì)算結(jié)果見(jiàn)表2。 表2 銷售額與訂購(gòu)量函數(shù)關(guān)系的系數(shù)12345

4、6789108.21278.88559.295521.00524.27724.94224.88726.68927.69428.9338.33279.19829.398224.54927.90928.53830.65832.77535.71835.195擬合出宣傳費(fèi)用與銷售量的線性函數(shù)關(guān)系計(jì)算結(jié)果見(jiàn)表3。表3 宣傳費(fèi)用與銷售量函數(shù)關(guān)系的系數(shù)123456789100.42970.46420.48691.06091.2241.25551.09621.17441.24111.27281.55681.72611.76554.54115.13355.34316.45536.91767.30857.4798

5、擬合出產(chǎn)品銷售經(jīng)費(fèi)與銷售量的線性函數(shù)關(guān)系 計(jì)算結(jié)果見(jiàn)表4。 表4 銷售經(jīng)費(fèi)與銷售量函數(shù)關(guān)系的系數(shù)123456789100.48870.52640.55371.19791.38281.41811.21761.30491.3791.41463.47213.83433.93619.707411.04111.4312.88513.79814.57714.92擬合出營(yíng)銷部向企業(yè)繳納利潤(rùn)與銷售量的線性函數(shù)關(guān)系 計(jì)算結(jié)果見(jiàn)表5。 表5 繳納利潤(rùn)與銷售量函數(shù)關(guān)系的系數(shù)123456789100.78650.82370.85431.91832.21652.28772.31472.43522.49212.57952

6、.71993.04783.10387.69788.94229.21199.310610.0610.92611.083（2）第二問(wèn)營(yíng)銷部的收入包括兩部分，計(jì)劃內(nèi)的銷售收入和計(jì)劃外的銷售收入，總的收入為計(jì)劃內(nèi)銷售產(chǎn)品的經(jīng)費(fèi)與計(jì)劃外銷售額的和，再減去成本，這里成本包括計(jì)劃外產(chǎn)品的生產(chǎn)成本、計(jì)劃外產(chǎn)品銷售上交給企業(yè)的利潤(rùn)和總的廣告費(fèi)用。因而，總的收入為所以建立如下的數(shù)學(xué)規(guī)劃模型 s.t. ，；，.附錄1. 計(jì)算意向合同的數(shù)學(xué)期望clc, cleara1=xlsread('book1.xlsx','A1:J5'); %這里使用的是Excel2007,文件的后綴名為xlsx

7、a1(isnan(a1)=0; a1(1,11)=0;p1=repmat(a1(:,1),1,10);mu1=sum(p1.*a1(:,2:end)a2=xlsread('book1.xlsx','A7:K12'); a2(isnan(a2)=0; p2=repmat(a2(:,1),1,10);mu2=sum(p2.*a2(:,2:end)a3=xlsread('book1.xlsx','A14:G18'); a3(isnan(a3)=0; a3(1,11)=0;p3=repmat(a3(:,1),1,10);mu3=sum(p

8、3.*a3(:,2:end)a4=xlsread('book1.xlsx','A20:G25'); a4(isnan(a4)=0; a4(1,11)=0;p4=repmat(a4(:,1),1,10);mu4=sum(p4.*a4(:,2:end)a5=xlsread('book1.xlsx','A27:K31'); a5(isnan(a5)=0; a5(1,11)=0;p5=repmat(a5(:,1),1,10);mu5=sum(p5.*a5(:,2:end)mu=mu1;mu2;mu3;mu4;mu5;check=sum(m

9、u)2. 計(jì)算計(jì)劃外訂購(gòu)合同量的數(shù)學(xué)期望clc, cleara=xlsread('book3.xlsx'); %這里使用的是Excel2007,文件的后綴名為xlsxa(isnan(a)=0; p=repmat(a(:,1),1,10);mu=sum(p.*a(:,2:end)3. 擬合成本與產(chǎn)量函數(shù)關(guān)系clc, cleara=135710152025303540924.339.653.5572.9102.6129.6153175.5195.3208.89.826.4643.1258.3179.38111.7141.2166.6191.1208.3227.410.227.544

10、4.8860.6982.62116.3146.9173.4198.9221.3236.62366.55104.6140.1188.6265.7335.8391441.6491.1515.226.575.52120.6161.4217.3298.1386.9450.5508.8565.8593.627.277.52123.6165.6223.1314.2397.1462.4522.2580.7609.32879.8126166.6224315380.8434462509.65603085.5135178.5240337.540846549554660031.790.3142.6188.6253.

11、6356.6431.1491.3523.1576.963432.592.146.2193.4260365.6442503.7536.2591.5650;sol=;for i=1:10 sol=sol,polyfit(a(1,:),a(1+i,:),1)'endxlswrite('book2.xls',sol)4. 準(zhǔn)備Lingo使用的純文本文件clc,cleara=xlsread('book2.xlsx');a(isnan(a)=0;dlmwrite('datawy3.txt',a)5. 問(wèn)題一的Lingo程序model:sets:lei

12、/1.3/:a;qian/1.8/;yixiang/1.5/;num/1.10/:f1,f0,h1,h0,r1,r0,s1,s0,y,ymu;link1(qian,num):b;link2(yixiang,num):x,mu,mm;endsetsdata:a=50 65 62;b=0.450.80.10000.350.50.250.0800.50.3500000000.350.450.20000.450.450.350.0700.250.350.20000000000.3500.40.30.350.10.150000.450.40.2500.40.30.200000.650.350000000

13、00.950.50000;f1=8.21278.88559.295521.00524.27724.94224.88726.68927.69428.933;f0=8.33279.19829.398224.54927.90928.53830.65832.77535.71835.195;h1=5.19845.61945.890712.85214.82615.20813.31714.26815.07715.462;h0=15.56817.27817.65546.22752.10754.37567.47872.29876.36778.173;r1=0.48870.52640.55371.19791.38

14、281.41811.21761.30491.3791.4146;r0=3.47213.83433.93619.707411.04111.4312.88513.79814.57714.92;s1=0.78650.82370.85431.91832.21652.28772.31472.43522.49212.5795;s0=2.71993.04783.10387.69788.94229.21199.310610.0610.92611.083;mu=file(datawy2.txt); !意向合同的數(shù)學(xué)期望;mm=file(datawy3.txt); !意向合同的最大量;ymu=0.1800 0.1

15、800 0.2100 0.1900 0.1800 0.1000 0.2300 0.2800 0.1200 0.1500;text(datawy4.txt)=x;text(datawy5.txt)=y;enddatamax=sum(qian(k):sum(num(i):f1(i)*b(k,i)+f0(i)+sum(yixiang(m):sum(num(i):f1(i)*x(m,i)+f0(i)-sum(num(i):h1(i)*(sum(qian(k):b(k,i)+sum(yixiang(m):x(m,i)+h0(i)-sum(num(i):r1(i)*(sum(qian(k):b(k,i)+

16、sum(yixiang(m):x(m,i)+r0(i)+sum(num(i):s1(i)*y(i)+s0(i);sum(num(i)|i#le#3:sum(qian(k):b(k,i)+sum(yixiang(m):x(m,i)+y(i)<a(1);sum(num(i)|i#ge#4 #and# i#le#6:sum(qian(k):b(k,i)+sum(yixiang(m):x(m,i)+y(i)<a(2);sum(num(i)|i#ge#7:sum(qian(k):b(k,i)+sum(yixiang(m):x(m,i)+y(i)<a(1);for(link2:bnd(m

17、u,x,mm);for(num:ymm<y);calc:for(link1:b=b*10);endcalcend6.最后的結(jié)果表程序clc, cleara=load('datawy4.txt');a=reshape(a,10,5); a=a'xlswrite('book8.xls',a)b=load('datawy5.txt'); b=b'xlswrite('book8.xls',b,'Sheet1','A7')7.第二問(wèn)的Lingo程序model:sets:lei/1.3/:

18、a;qian/1.8/;yixiang/1.5/;num/1.10/:f1,f0,g1,g0,h1,h0,r1,r0,s1,s0,y,ymu;link1(qian,num):b;link2(yixiang,num):x,mu,mm;endsetsdata:a=50 65 62;b=0.450.80.10000.350.50.250.0800.50.3500000000.350.450.20000.450.450.350.0700.250.350.20000000000.3500.40.30.350.10.150000.450.40.2500.40.30.200000.650.350000000

19、00.950.50000;f1=8.21278.88559.295521.00524.27724.94224.88726.68927.69428.933;f0=8.33279.19829.398224.54927.90928.53830.65832.77535.71835.195;g1=0.42970.46420.48691.06091.2241.25551.09621.17441.24111.2728;g0=1.55681.72611.76554.54115.13355.34316.45536.91767.30857.4798;h1=5.19845.61945.890712.85214.82

20、615.20813.31714.26815.07715.462;h0=15.56817.27817.65546.22752.10754.37567.47872.29876.36778.173;r1=0.48870.52640.55371.19791.38281.41811.21761.30491.3791.4146;r0=3.47213.83433.93619.707411.04111.4312.88513.79814.57714.92;s1=0.78650.82370.85431.91832.21652.28772.31472.43522.49212.5795;s0=2.71993.04783.10387.69788.94229.21199.310610.0610.92611.083;mu=file(datawy2.txt); !意向合同的數(shù)學(xué)期望