本文選題：競爭選址 + Logit效用函數(shù)��； 參考：《北京交通大學(xué)》2015年碩士論文

【摘要】：選址決策大多屬于企業(yè)的戰(zhàn)略決策,是企業(yè)可持續(xù)發(fā)展和培育核心競爭力的基礎(chǔ)。近年來,競爭選址引起了學(xué)者們的廣泛關(guān)注。競爭選址問題主要研究企業(yè)如何在競爭環(huán)境下選擇合適的地理位置來盡可能擴大市場份額并提高利潤,這類問題在零售業(yè)、交通運輸業(yè)、制造業(yè)、服務(wù)業(yè)和物流業(yè)等領(lǐng)域都有著廣泛的應(yīng)用。 競爭選址很早就引起了研究人員的注意,現(xiàn)已經(jīng)發(fā)展成為一個備受關(guān)注的研究領(lǐng)域。通過文獻研究發(fā)現(xiàn),既有競爭選址問題主要研究企業(yè)如何選址所獲得的市場份額最大。他們假設(shè)市場需求不變并且顧客只根據(jù)設(shè)施的吸引力選擇服務(wù)設(shè)施。但在現(xiàn)實選址中,市場需求可能會隨著設(shè)施與顧客的距離變近、設(shè)施的整體服務(wù)水平提高等因素而發(fā)生擴張,并且不同的顧客在選擇設(shè)施時具有不同的偏好。論文在借鑒既有競爭選址研究成果的基礎(chǔ)上,考慮了選址成本和市場需求擴張因素,用Logit效用函數(shù)描述顧客的選擇偏好,將Logit效用函數(shù)引入到競爭選址問題中。 論文首先介紹了研究背景、方法和研究框架,綜述了選址問題、競爭選址問題及Logit效用函數(shù)的研究成果。其次,將Logit效用函數(shù)引入競爭選址模型中,用其表示顧客選擇設(shè)施的概率,并給出了擬合Logit參數(shù)的方法。在以往研究的基礎(chǔ)上,界定了設(shè)施選址的成本函數(shù)和市場需求擴張后的需求函數(shù),建立了以利潤最大化為選址目標(biāo)的市場需求不變和市場需求擴張的單設(shè)施競爭選址模型,并將兩個模型分別推廣到多設(shè)施競爭選址模型。最后,設(shè)計算法求解競爭選址模型。給出了模擬植物生長算法求解模型的過程,通過MATLAB R2013a進行編程將算法實現(xiàn)。將競爭選址模型運用到一個虛擬的零售網(wǎng)點選址問題,通過小型算例驗證了模擬植物生長算法不依賴于初始解的選取,并且可以快速的求解模型的特性。通過算例分析表明：(1)市場需求擴張和效用因素變化都會影響設(shè)施的最優(yōu)選址位置和利潤。因此,企業(yè)新建設(shè)施時,首先要明確各項影響設(shè)施效用的因素。然后了解顧客對每個效用影響因素的期望值。這樣才可以使企業(yè)設(shè)計設(shè)施的服務(wù)水平、產(chǎn)品價格、購物環(huán)境和經(jīng)營規(guī)模等設(shè)施屬性符合顧客的要求,也可以指導(dǎo)企業(yè)如何以最小的成本吸引更多的顧客。(2)企業(yè)新建設(shè)施時,了解市場需求擴張的趨勢,會使企業(yè)在爭奪市場需求擴張部分的市場份額時具有相對優(yōu)勢。
[Abstract]:Location decision mostly belongs to the strategic decision of the enterprise and is the foundation of the sustainable development and cultivation of the core competitiveness of the enterprise. In recent years, competitive location has attracted wide attention of scholars. The competitive location problem mainly studies how to choose the appropriate geographical location in the competitive environment to maximize the market share and increase the profit. Such problems are in the retail trade, transportation, manufacturing, and so on. Service industry and logistics industry and other fields have a wide range of applications. Competitive location has attracted the attention of researchers for a long time, and has developed into a research field. Through the literature research, it is found that the existing competitive location problem mainly studies how the enterprises get the largest market share. They assume that market demand is constant and customers choose services based only on the attractiveness of the facility. However, in the actual location selection, the market demand may expand with the distance between the facility and the customer and the improvement of the overall service level of the facility, and different customers have different preferences in choosing the facility. Based on the research results of competitive location, this paper takes into account the factors of location cost and market demand expansion, uses Logit utility function to describe customer preference, and introduces Logit utility function into competitive location problem. Firstly, this paper introduces the research background, methods and research framework, and summarizes the research results of location problem, competitive location problem and Logit utility function. Secondly, the utility function of Logit is introduced into the competitive location model, which is used to represent the probability of customer selection of facilities, and the method of fitting Logit parameters is given. On the basis of previous studies, the cost function of facility location and the demand function after market demand expansion are defined, and a single-facility competitive location model with the goal of maximizing profits is established, in which the market demand remains unchanged and the market demand expands. The two models are extended to the multi-facility competitive location model. Finally, the algorithm is designed to solve the competitive location model. The process of solving the model by simulated plant growth algorithm is given, and the algorithm is implemented by MATLAB R2013a. The competitive location model is applied to a virtual retail site selection problem. A small numerical example is given to verify that the simulated plant growth algorithm does not depend on the selection of the initial solution and can quickly solve the characteristics of the model. The example shows that the expansion of market demand and the change of utility factors will affect the optimal location and profit of the facility. Therefore, when enterprises build new facilities, we should first make clear the factors that affect the utility of facilities. Then understand the customer's expectations for each utility factor. Only in this way can the service level, product price, shopping environment and business scale of the enterprise design facilities meet the requirements of the customers, and it can also guide the enterprise how to attract more customers at the lowest cost) when the enterprise builds new facilities, Understanding the trend of market demand expansion will give enterprises a comparative advantage in competing for market share of market demand expansion.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F272.3;F224

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