Research On The Collaborative Decision-making Of Retailer's Promotion And Inventory Under External Financing

In the face of the fierce market competition,companies often use promotion and price means to improve the market demand,expand sales.In supply chain,downstream of the retail enterprises due to terminal market closer,its promotion and pricing strategy relative to the upstream enterprise more efficiently.However,small and medium-sized retail enterprises often face funding constraints with risk aversion preference.At present,under the background of Small and medium-sized retail enterprises often face funding constraints with risk aversion preference,there is little literature that investigation orders and promotion for the joint management problems.Under the background of capital constraints and risk aversion,the paper discuses operation and financing decision problem of retail enterprises together,and discuss the different situation.The first case assume that funding constraints of the retailer does not exist the financing opportunities,and describes risk neutral retailer use its own funds and formulate reasonable inventory and sales promotion strategy in a well-funded condition,and risk neutral retailer how to use its own funds to establish reasonable inventory and promotion strategy in the cash-strapped state.The second assumes that retailers can finance from the financial market.Under the condition of different funds,the risk neutral retails of funding constraints how to make use of external financing and its own funds in order to promotion the optimal allocation of capital.The third case depicts that financing and operating strategy of risk averse retailer under different own funds,and considering funding constraints of risk averse retailer how to reasonable optimization financing,inventory and sales promotion strategy in the condition of two different types of funds.Finally,the innovation of this paper lies in funding constraints of the retailer decision for financing?risk and operations coordinated management,to how to optimize strategy and how to reduce the risk of capital operation come to some new conclusions.