Оптимальное управление расходами на рекламу с учетом сезонности спроса
| Jazyk: | ruština |
|---|---|
| Rok vydání: | 2014 |
| Předmět: | |
| Zdroj: | Вестник Томского государственного университета. |
| ISSN: | 1561-803X 1561-7793 |
| Popis: | Каждое предприятие интересует эффективное использование заложенных в бюджет будущего года расходов на рекламу собственной продукции. В статье показывается, как, не выходя из программной среды Excel для привлечения других программ, провести доступный анализ оптимального распределения бюджета рекламных расходов по кварталам будущего года, используя статистику результатов прежних инвестиций в рекламу своей продукции и учитывая сезонный фактор спроса. To optimize advertising costs in the next year an adequately chosen formula should be used reflecting the dependence of the quarterly average sales on investments for the advertising of the company's products, which will be denoted by S (r), where S (r) is the number of quarterly average sales of the product, r is the investment in the advertising of the product. The selection of the analytical formula S ( r) is made on the basis of experimental data the enterprise obtained by quarterly comparison of previous advertising costs with the sales of its products. The selection process is the analytical approximation or evening-out. This is done with the purpose of interpolation, that is to be able to analytically calculate the numbers at intermediate points between the observed points. The resulting formula would give mark-ups of demand for the company's products without taking into account the seasonality factor. To adjust this value coefficients of seasonality are applied, which are calculated on the basis of the same statistics. For dependencies between two variables it is suggested to use experimental data approximation by using the graphical tools in Excel. First of all, on the basis of the tabular data a graph is made, then the trend line is defined, i.e. the approximating formula graph S (r) which maximally approaches the graph of this tabular dependency. If the company wants to limit the annual advertising costs next year by the total of the last year expenditures R = 40000 RUR, then the calculation of the optimal plan of investments for advertising next year can be made by solving the following economicmathematical model: Find ( r l, r 2, r 3, r 4); R = r x + r 2 + r 3 + r 41 > 0, r 2 > 0, r 3 > 0, r 4 > 0 ; D = D 1 (r 1) + D 2 (r 2) + D 3 (r 3) + D 4 (r 4) ^ max. D (r 1), D (r 2), D (r 3), D (r 4) formulas are non-linear. They are determined by the analytical formula S (r). |
| Databáze: | OpenAIRE |
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