企业的营销管理问题解答概要

1、企业的营销管理问题解答概要用分别表示10种小家电，（）分别表示3类小家电的最大年生产能力，（，）表示已签约的第个订单第种小家电的量，第种小家电的销售额与订购量的函数关系为，第种小家电的宣传费用与订购量的函数关系为，这里为订购量。第种小家电的成本与产量的函数关系为，这里为产量。第种小家电计划内销售经费与销售量的函数关系为，这里为计划内的销售量。（，）表示第个意向客户签约第种小家电的数学期望。（，）表示工厂供应第个意向客户第种小家电的数量，是第个意向客户对于第种小家电的最大意向签约量，表示第种小家电计划外销售量的数学期望，表示工厂对第种小家电的计划外供应量，表示第种小家电计划外销售部分向企业上交的

2、利润与销量的函数关系。（1）第一问已签订合同的销售额的和为；意向合同供货的销售额的和为；计划外供应量上交的销售利润的和为；第种小家电计划内的生产量为，它的生产成本为，销售经费为，计划内产品的总利润为计划内和计划外产品的总利润为约束条件有三类，第一类是产量约束，约束条件如下。第二类约束是意向供应量的约束条件，要大于等于相应的数学期望，小于等于最大意向签约量。，；第三类约束是计划外订购合同量的约束，.综上所述，建立如下的数学规划模型s.t. ，；，.（说明：关于下面的各种函数关系，我们无法利用插值函数进行计算，因为表8中的数据，有0.08万，即0.8千，如果外插，误差很大，并且用Matlab计算的

3、话，结果是不确定的，即Matlab要求的必须是内插）。通过小家电产量与成本的散点图可以看出成本与产量近似呈线性关系，我们用线性拟合求出第种小家电成本与产量的线性函数关系，计算的结果见表1。 表1 成本与产量函数关系的系数123456789105.19845.61945.890712.85214.82615.20813.31714.26815.07715.46215.56817.27817.65546.22752.10754.37567.47872.29876.36778.173同样地，我们拟合出销售额与订购量的线性函数关系，计算结果见表2。 表2 销售额与订购量函数关系的系数123456789

4、108.21278.88559.295521.00524.27724.94224.88726.68927.69428.9338.33279.19829.398224.54927.90928.53830.65832.77535.71835.195拟合出宣传费用与销售量的线性函数关系计算结果见表3。表3 宣传费用与销售量函数关系的系数123456789100.42970.46420.48691.06091.2241.25551.09621.17441.24111.27281.55681.72611.76554.54115.13355.34316.45536.91767.30857.4798拟合出产

5、品销售经费与销售量的线性函数关系计算结果见表4。表4 销售经费与销售量函数关系的系数123456789100.48870.52640.55371.19791.38281.41811.21761.30491.3791.41463.47213.83433.93619.707411.04111.4312.88513.79814.57714.92拟合出营销部向企业缴纳利润与销售量的线性函数关系计算结果见表5。 表5 缴纳利润与销售量函数关系的系数123456789100.78650.82370.85431.91832.21652.28772.31472.43522.49212.57952.71993.

6、04783.10387.69788.94229.21199.310610.0610.92611.083（2）第二问营销部的收入包括两部分，计划内的销售收入和计划外的销售收入，总的收入为计划内销售产品的经费与计划外销售额的和，再减去成本，这里成本包括计划外产品的生产成本、计划外产品销售上交给企业的利润和总的广告费用。因而，总的收入为所以建立如下的数学规划模型 s.t. ，；，.附录计算意向合同的数学期望clc, cleara1=xlsread(book1.xlsx,A1:J5); %这里使用的是Excel2007,文件的后缀名为xlsxa1(isnan(a1)=0; a1(1,11)=0;p1=

7、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(p3.*a3(:,2:end)a4=xlsread(book1.xlsx,A20:G25); a4(isnan(a4)=0; a4(1,11)

8、=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(mu)计算计划外订购合同量的数学期望clc, cleara=xlsread(book3.xlsx); %这里使用的是Excel2007,文件的后缀名为xlsxa(isnan(a)=0; p=repmat(a(:,1),1,

9、10);mu=sum(p.*a(:,2:end)拟合成本与产量函数关系clc, cleara=135710152025303540924.339.653.5572.9102.6129.6153175.5195.3208.89.826.4643.1258.3179.38111.7141.2166.6191.1208.3227.410.227.5444.8860.6982.62116.3146.9173.4198.9221.3236.62366.55104.6140.1188.6265.7335.8391441.6491.1515.226.575.52120.6161.4217.3298.1386

10、.9450.5508.8565.8593.627.277.52123.6165.6223.1314.2397.1462.4522.2580.7609.32879.8126166.6224315380.8434462509.65603085.5135178.5240337.540846549554660031.790.3142.6188.6253.6356.6431.1491.3523.1576.963432.592.146.2193.4260365.6442503.7536.2591.5650;sol=;for i=1:10 sol=sol,polyfit(a(1,:),a(1+i,:),1)

11、;endxlswrite(book2.xls,sol)准备Lingo使用的纯文本文件clc,cleara=xlsread(book2.xlsx);a(isnan(a)=0;dlmwrite(datawy3.txt,a)问题一的Lingo程序model:sets:lei/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

12、.0800.50.3500000000.350.450.20000.450.450.350.0700.250.350.20000000000.3500.40.30.350.10.150000.450.40.2500.40.30.200000.650.35000000000.950.50000;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=5.19845.61945.890712.8

13、5214.82615.20813.31714.26815.07715.462;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=2.719

14、93.04783.10387.69788.94229.21199.310610.0610.92611.083;mu=file(datawy2.txt); !意向合同的数学期望;mm=file(datawy3.txt); !意向合同的最大量;ymu=0.1800 0.1800 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

15、):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)+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)

16、: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(mu,x,mm);for(num:ymmy);calc:for(link1:b=b*10);endcalcend6.最后的结果表程序clc, cleara=load(datawy4.txt);a=reshape(a,10,5); a=a;xlswrite(book8.xls,a)b=load(datawy5.txt); b=b;xlswrite(book8

17、.xls,b,Sheet1,A7)7.第二问的Lingo程序model:sets:lei/1.3/: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=0.450.80.10000.350.50.250.0800.50.3500000000.350.450.20000.450.450.350.0700.250.350.20000000000.3500.40.30.35

18、0.10.150000.450.40.2500.40.30.200000.650.35000000000.950.50000;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

19、.91767.30857.4798;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=0.48870.52640.55371.19791.38281.41811.21761.30491.3791.4146;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); !意向合同的数学期望;mm=file(da