Parakende raf alanı yönetimi: Literatür incelemesi ve bir karar destek aracı tasarımı

Sınırlı raf alanının etkin yönetimi, müşteri satmalma tercihlerini etkileyerek ve müşteri hizmet düzeyi iyileştirerek perakendecilere önemli bir rekabet avantajı sağlamaktadır. Bu bağlamda; alan tahsisi, ürün seçimi ve çeşitlendirme, mağaza yerleşim optimizasyonu ve stok yenileme raf alanı yönetiminin ana problemleri olarak tanımlanabilir. Bu karar problemlerinin çözümü için literatürde son 40 yılda birçok çalışma yayımlanmıştır. Bu çalışmada; ilk olarak bu çalışmalar, detaylı bir şekilde analiz edilmiş ve kapsamlarına ve model yapılarına göre sınıflandırılmıştır. Daha sonra, raf alanı tahsisi ve ürün seçimi kararları için bir doğrusal olmayan tamsayılı programlama modeli geliştirilmiştir. Son olarak, geliştirilen model temelinde raf alanı yönetimi için bir karar destek aracı tasarlanmıştır.
Anahtar Kelimeler:

optimizasyon

Retail sheft space management: Literatur rewiew and the decision support tool

The efficient management of the limited shelf space can provide an important competitive advantage to retailers by improving customer service and attracting customer buying preferences. In this context; space allocation, product selection and assortment, shop layout optimization and inventory replenishment can be defined as the main problems of the shelf space management. In the literature, many studies have been published for solution of these decision problems in the last fourty years. In this study, firstly, these studies are analyzed in detail and classified according to their contents and model structures. Later, a non-linear integer programming model for shelf space allocation and product selection decisions is developed. Finally, a decision support tool is designed based on the developed model for shelf space management
Keywords:

optimization,

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