竞争市场中产品组合管理博弈模型.pptVIP

A game theory-based model for product portfolio management in a competitive market A. Sadeghi, M. ZandiehExpert Systems with Applications,2010 第一页，共三十九页。 Structure Introduction Literature review Description of the PPM problem Problem formulation Example Conclusions and future work 第二页，共三十九页。 1. Introduction Consumers, industrial managers, and sales and marketing people, all demand products that improve their lifestyles or to gain an edge over the competition. So, product portfolios are interesting for many people. But unlimited product variety is not a way to be successful; there has to be an optimum. It is true for most companies that the Pareto rule applies: 80% of the sales and/or pro?ts come from 20% of the products . It is evident that a single product cannot 第三页，共三十九页。 ful?ll the manufacturer needs and on the other hand, for diversity there exists limitation . In today’s highly competitive environment, determining an optimal product portfolio is very important for the survival of a ?rm. Optimal product portfolio has received considerable attention,because the rates of failure of new product portfolio and their associated losses are very high . The whole product component information（产品构建信息）, engineering 第四页，共三十九页。 portfolio decision （工程组合决策）is very crucial for the progress of a ?rm ,because it is very costly and difficult to change .The key questions are, what the best product portfolio is, and how manufacturer can ?nd it. Product portfolio management (PPM) is a general business concept that analyze the production ability（生产能力） and market potential, simultaneously, and then determine the best set of products to offer. PPM is developed to direct a product and its diversity 第五页，共三十九页。 including not only attributes（属性）, levels, and price’s, but also analysis results,environmental requirements（环保需求）, manufacturing procedures（生产流程）, product performance information（产品性能信息）, and etc.Therefore PPM has been classified as a combinatorial op