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单击此处编辑标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,Agametheory-basedmodelforproductportfoliomanagementinacompetitivemarket,A.Sadeghi,M.ZandiehExpertSystemswithApplications,2010,Structure,Introduction,Literaturereview,DescriptionofthePPMproblem,Problemformulation,Example,Conclusionsandfuturework,1.Introduction,Consumers,industrialmanagers,andsalesandmarketingp,e,ople,alldemandproductsthatimprovetheirlifestylesortogainanedgeoverthecompetition.So,productportfoliosareinterestingformanypeople.Butunlimitedproductvarietyisnotawaytobesuccessful;therehastobeanoptimum.ItistrueformostcompaniesthattheParetoruleapplies:80%ofthesalesand/orpro,tscomefrom20%oftheproducts.Itisevidentthatasingleproductcannot,fulllthemanufacturerneedsandontheotherhand,fordiversitythereexistslimitation.,Intoday,shighlycompetitiveenvironment,determininganoptimalproductportfolioisveryimportantforthesurvivalofa,rm.Optimalproductportfoliohasreceivedconsiderableattention,becausetheratesoffailureofnewproductportfolioandtheir,associatedlossesareveryhigh.Thewholeproduct,componentinformation,（,产品,构,构建,信,信息,）,engineering,portfoliodecision,（,（,工程,组,组合,决,决策,）,isverycrucialfortheprogressofa,rm,becauseitisverycostlyanddif,fi,culttochange,.,Thekeyquestionsare,whatthebestproductportfoliois,andhowmanu,facturercan,ndit.,Productportfoliomanagement(PPM)isageneralbusinessconceptthatanalyzetheproductionability,（生,产,产能,力,力）,andmarketpotential,simultaneously,andthendeterminethebestsetofproductstooffer,.,PPMisdevelopedtodirectaproductanditsdiversity,including,notonlyattributes,（,属性,）,levels,andprices,butalsoanalysisresults,environmentalrequirements,（环,保,保需,求,求）,manufacturingprocedures,（生,产,产流,程,程）,productperformanceinformation,（产,品,品性,能,能信,息,息）,andetc.,ThereforePPMhasbeenclassi,fi,edasacombinatorialoptimizationproblem.Eachcompanystrivesfortheoptimalityofitsproductofferingsthroughvariouscombinationsofproducts.,ThePPMproblemmaydevelopfromtwoperspectives:(I)Forattracttheopinionofcustomers,intargetmarkets.(II)Forreducethemanufactureengineeringcosts.Firstistheproblemofmarketingmanagers,andsecondistheproblemofproducer.,Whenbothofthemcomposewitheachotherasreflecttoutilityofcostumersandengineeringcosts,thisproblembecomestomisslinkbetweensaleandproductionchain.JiaoandZhang(2005)considerthecustomer,engineeringinteractioninproductportfolioplanning,whichaimstocreateproductfamily,speci,cations(,产,品,品,族,族/,系,系,列,列,规,规,格,格,)foratargetmarketsegment,andproposedamaximizingsurplussharemodel,（,最,大,大,剩,剩,余,余,份,份,额,额,模,模,型,型,）,.,Incompetitiveenvironment,wedetermineourproductportfoliowithregardtoproductsthatofferbycompetitors,whilethecompetitorsmanagetheirproductportfoliosinregardtoourproducts.Gametheorycanbeusedtomodelthisproblem.,T,heproposedmodelconstructs productportfolio,basedoncustomerengineeringinteractionmodelinproduct portfolioplanningwhichisdevelopedbyJiaoandZhang,.Presentpaperextends previous works in PPMwith regardtocustomerengineeringconcernsandcompetitiveenvironment.Itisnot,foranyspeci,fi,c product,anditcanbeappliedtoa diversityofproductsorservices,.,objective:develop,a gametheory-based,modelasa procedureof,ndingoptimalproduct portfolio,.,2.Literature review,A PPMisdenedasadecisionmakingthatoptimizessomecriteria,suchasmarketshare.Themain contributionofthemostresearches inPPMissummarizedinfollowingissues:,1)Generating designalternativesviamulti-objectiveoptimization,（,通过多,目,目标优,化,化生成,设,设计方,案,案,）,.,2)Accounting foruncertaintyandcompetitionwhenestimating theachievementofbusinessgoals.,3)Applyingmeta-heuristicalgorithms,（,元启发,式,式算法,）,tosolvea combinatorialproblem duringtheproductline design.,Thedevelopmentofalgorithms,Heuristic,(identify productproleproductline design),algorithmsimprovedheuristicalgorithmsgenetic algorithms,.,Thedevelopmentofmodels,1)Jiao andZhangproposed,a model,toaddress theproduct portfolioplanningproblem,it,consider,s,customerpreferences,choice probabilitiesand,platformbasedproduct costing.Also,ageneticalgorithmprocedure is applied.,2)Aiyoshi andMaki,pr,oposedagame problemundertheconstraintsofallocation of productandmarket share simultaneously.Theirresearchisconsidered severalmanufacturersinoligopolymarket,（,寡头垄,断,断市场,）,.Thisproposedmodel,on theonehandhadthe competitive circumstance,butontheotherhand,didnothasdetails suchaslargevarietyofcustomers preferences,customerengineeringconcerns,etc,.,3)modelinthis paper,considersb,othdetailsandcompetitivecircumstance.,3.DescriptionofthePPM problem,Consideringthe,rm capabilitiestoproduce products,a setofproduct portfolioshavebeen identied.Eachproduct hascertain desirabilitybetween customers.Morespecically,weconsiderascenarioinwhicha setofproducts,havebeen identied,giventhatthemanufacturer(m)hasthe capabilities(bothdesign andproduction)toproducealltheseproducts,.Aproductportfolio,is aset consistingofsomeselectedproduct.Combinedwith theproducts,asetofproductportfolios arecreated,.,相关参,数,数,Forexample,ifmanufacturer mcan produce3product,7product portfolioareavailable:,（=7,）,）,Everyproduct,is associatedwithcertain engineering costs,den
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