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Mathematical models for Business Strategies in Direct Mail

Research Project

Project/Area Number 08680475
Research Category

Grant-in-Aid for Scientific Research (C)

Allocation TypeSingle-year Grants
Section一般
Research Field 社会システム工学
Research InstitutionUniversity of Marketing & Distribution Sciences

Principal Investigator

SANDOH Hiroaki  University of Marketing & Distribution Sciences Dept.of Information & Management Sciences, 情報学部, 教授 (40167440)

Project Period (FY) 1996 – 1997
Project Status Completed (Fiscal Year 1997)
Budget Amount *help
¥1,700,000 (Direct Cost: ¥1,700,000)
Fiscal Year 1997: ¥700,000 (Direct Cost: ¥700,000)
Fiscal Year 1996: ¥1,000,000 (Direct Cost: ¥1,000,000)
KeywordsDirect mail, catalog / Curtailment of catalog delivery / Demand forecasting / Fast moving product / Slow moving product / Test catalog / テストカタログ / カタログ発送打切り / 顧客購売行動 / マルコフチェーン / 基本モデル / 拡張モデル
Research Abstract

This study has built mathematical models for solving the following three kinds of problems in direct mail :
*Curtailment problems of catalog delivery
*Demand forecasting of a product based on the demand immediately after the publication of catalog.
*A method for judging whether or not the new product is a fast moving product
For the first problem in the above, this study proposed a mathematical model based on renewal reward theory, focusing on customers who have frequently purchased. Under the proposed model, the catalog delivery is curtailed for the customers who have not responded to the recent K successive catalog deliveries.
For the second problem, the cumulative demand was expressed by means of non-homogeneous Poisson process with mean value function H (t). A method was then proposed for demand forecasting, which used the relationship between the mean value function in the past and that immediately after the publication of the catalog.
For the final problem, it was proposed to conduct a sales test for a new product using a test catalog. If the number of demands in the test catalog is equal to k or more, the new product is regarded as a fast moving product to be adopted in the normal catalog. When the number of demand in the test catalog is less than k, it is regarded as a slow moving product not to adopt in the normal catalog. The expected cost was formulated for the purposed of obtaining a optimal value of k.

Report

(3 results)
  • 1997 Annual Research Report   Final Research Report Summary
  • 1996 Annual Research Report
  • Research Products

    (10 results)

All Other

All Publications (10 results)

  • [Publications] 三道 弘明・村原 朱美: "小売業における新製品の監視政策に関する数理モデル" 流通科学大学論集:経済,経営情報編. 5. 79-87 (1997)

    • Description
      「研究成果報告書概要(和文)」より
    • Related Report
      1997 Final Research Report Summary
  • [Publications] 村原 朱美・三道 弘明: "小売業における新製品監視政策モデル:グローサリ-商品への適用" 流通科学大学論集:経済,経営情報編. 6. 105-113 (1997)

    • Description
      「研究成果報告書概要(和文)」より
    • Related Report
      1997 Final Research Report Summary
  • [Publications] H. Sandoh & A. Murahara: "Optimal New Brand Monitoring Strategy for Retailing" Jounal of the Operations Research Society of Japan. 40. 590-600 (1997)

    • Description
      「研究成果報告書概要(和文)」より
    • Related Report
      1997 Final Research Report Summary
  • [Publications] Sandoh, H.and Murahara, A.: ""A mathematical model for new product monitoring strategy in retailing"" Journal of the University of Marketing & Distribution Sciences : Information, Economics & Management Sciences. 5-2. 79-87 (1997)

    • Description
      「研究成果報告書概要(欧文)」より
    • Related Report
      1997 Final Research Report Summary
  • [Publications] Murahara, A.and Sandoh, H.: ""A model of a new product monitoring strategy for retailing : Application to Grcery products"" Journal of the University of Marketing & Distribution Sciences : Information, Economics & Management Sciences. 6-1. 105-113 (1997)

    • Description
      「研究成果報告書概要(欧文)」より
    • Related Report
      1997 Final Research Report Summary
  • [Publications] Sandoh, H.and Murahara, A.: ""Optimal new brand monitoring strategy for retailing"" Journal of the Operations Research Society of Japan. 40-4. 590-600 (1997)

    • Description
      「研究成果報告書概要(欧文)」より
    • Related Report
      1997 Final Research Report Summary
  • [Publications] 三道弘明・村原朱美: "小売業における新製品の監視政策に関する数理モデル" 流通科学大学論集:経済・経営情報編. 5・2. 79-87 (1997)

    • Related Report
      1997 Annual Research Report
  • [Publications] 村原朱美・三道弘明: "小売業における新製品監視政策モデル:ブロ-サリ-商品への適用" 流通科学大学論集:経済・経営情報編. 6・1. 105-113 (1997)

    • Related Report
      1997 Annual Research Report
  • [Publications] H. Sandoh & A. Murahara: "Optimal New Brand Monitoring Strategy for Retailing" Journal of the Operations Research Society of Japan. 40・4. 590-600 (1997)

    • Related Report
      1997 Annual Research Report
  • [Publications] 三道弘明: "ダイレクトメールにおける顧客購行動マルコフチェーンモデル" 流通科学大学論集 経済・経営情報編. 6. (1997)

    • Related Report
      1996 Annual Research Report

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Published: 1996-04-01   Modified: 2016-04-21  

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