Localización competitiva con valoraciones difusas de los clientes

• Autores: Clara M. Campos Rodríguez, Dolores Santos Peñate , José Andrés Moreno Pérez
• Localización: Rect@: Revista Electrónica de Comunicaciones y Trabajos de ASEPUMA, ISSN-e 1575-605X, Vol. 13, Nº. 1, 2012, págs. 43-55
• Idioma: español
• Enlaces
  • Texto completo (pdf)
• Resumen
  • español

    Un problema de localización competitiva con dos empresas consiste en determinar la ubicación de los puntos de servicio de estas empresas de manera que se optimicen ciertos objetivos. Normalmente el objetivo perseguido es la maximización de los beneficios o de la cuota de mercado. En el problema del líder-seguidor la toma de decisiones es secuencial, es decir, el líder establece primero sus centros y, posteriormente, el seguidor entra en el mercado abriendo los suyos en las localizaciones que considera más convenientes. Consideramos que el criterio de decisión de los usuarios se basa en su percepción del tiempo necesario para trasladarse al punto de servicio. Este tiempo de desplazamiento es de naturaleza imprecisa ya que el cliente tiene presente que depende de varios factores como es, por ejemplo, el estado del tráfico. Por ello, en este trabajo, la elección del punto de servicio por parte de los clientes se modela mediante la teoría de los conjuntos difusos o borrosos. Planteamos y resolvemos el problema de localización competitiva del líder-seguidor considerando que los clientes basan su decisión en la comparación de los tiempos difusos para acceder a los servicios establecidos por cada empresa competidora. La teoría de conjuntos difusos es un instrumento riguroso y efectivo para tratar los problemas en los que la información es imprecisa.

  • English

    A competitive location problem with two firms consists of locating the facilities of these two firms in order to optimize certain objectives. Normally, the objective is to maximize the profit or the market share. For the leader-follower problem the decision making is sequential, first the leader opens its facilities and later the follower enter the market installing facilities in the locations considered more convenient for her/him. We consider that the user decision criterion is based on her/his perception of the time required moving to the facility. This travel time is of vague nature since the customer takes into account that it depends on several factors such as the traffic conditions. Therefore the customer choice is modeled using the theory of fuzzy sets. We propose and solve the leader-follower problem assuming that customers base their decision on the comparison of fuzzy times required to have access to the services established by each competitor. The fuzzy set theory is a rigorous and effective instrument for dealing with problems in which the information is vague.

• Referencias bibliográficas
  • S. Benati, G. Laporte, Tabu search algorithms for the (r|Xp)-medianoid and (r|p)-centroid problems. Location Science 2 (1994) 193-204.
  • O. Berman, D. Krass, The generalized maximal covering location problem. Computers & Operations Research 29 (2002) 563-581.
  • J. Bhadury, H.A. Eiselt, J.H. Jaramillo, An alternating heuristic for medianoid and centroid problems in the plane. Computers & Operations...
  • G. Bortolan, R. Degani. A review of some methods for ranking fuzzy subsets. Fuzzy Sets and Systems 15 (1985), 1-19.
  • L.M. de Campos Ibáñez, J.L. Verdegay Galdeano. Modelos auxiliares para problemas de programación lineal con coeficientes imprecisos en las...
  • C.M. Campos Rodríguez, D.R. Santos Peñate, J.A. Moreno Pérez. An exact procedure and LP formulations for the leader-follower location problema....
  • C.M. Campos Rodríguez, D.R. Santos Peñate, J.A. Moreno Pérez. Competencia espacial por cuotas de mercado: el problema del líder-seguidor mediante...
  • C.M. Campos, L. Canós, M.J. Canós, V. Liern, J.A. Moreno, D. Santos. Decision Making in Competitive Location using Fuzzy Sets. Actas de la...
  • S. J. Chen, C. L. Hwang. Fuzzy Multiple Attribute Decision Making. New York: Springer, 1992.
  • S. Daskin, Network and discrete location. Models, algorithms and applications. (Wiley, New York, 1995).
  • N.E. Devletoglou, A dissenting view of duopoly and spatial competition. Economica May (1965) 141-160.
  • N.E. Devletoglou, P.A. Demetriou, Choice and threshold: a further experiment in spatial duopoly. Economica November (1967) 351-371
  • G. Dobson, U.S. Karmarkar, Competitive location on a network, Operations Research 35 (1987) 565-574.
  • D. Dubois, H. Prade. Fuzzy sets and systems - Theory and applications. New York: Academinc Press 1980.
  • H.A. Eiselt, G. Laporte, Competitive spatial models, European Journal of Operational Research 39 (1989) 231-242.
  • H.A. Eiselt, G. Laporte, Sequential location problems, European Journal of Operational Research 96 (1996) 217-231
  • H.A. Eiselt, G. Laporte, J.F.Thisse, Competitive location models: A framework and bibliography. Transportation Science 27(1) (1993) 44-54
  • T.L. Friesz, T. Miller and R.L. Tobin, Competitive network facility location models: a survey. Papers of the Regional Science Association...
  • R. Gandhi, S. Khuller, A. Srinivasan, Approximation algorithms for partial covering problems, Journal of Algorithms 53(1) (2004) 55–84
  • S.L. Hakimi, On locating new facilities in a competitive environment, European Journal of Operational Research 12 (1983) 29-35
  • S.L. Hakimi, Location with spatial interactions: competitive locations and games. In Mirchandani PB, Francis RL (ed) Discrete Location Theory...
  • A. Kaufmann, M.M. Gupta, Introduction to Fuzzy Arithmetic: Theory and Applications, (Van Nostrand Reinhold, New York, 1991).
  • F. Plastria, Static competitive facility location: an overview of optimization approaches, European Journal of Operational Research (1990)...
  • J.L. Redondo, J. Fernández, I. García, P.M. Ortigosa, Heuristics for the facility location and design (1|1)-centroid problem on the plane....
  • C. ReVelle, The maximum capture or sphere of influence location problem: Hotelling revisited on a network, Journal of Regional Science 26(2)...
  • D.R. Santos-Peñate, R.R. Suárez-Vega, P. Dorta-González, The leader-follower location model, Networks and Spatial Economics (2007) 7:45-61.
  • D. Serra, C. ReVelle, Market capture by two competitors: the preemptive location problem, Journal of Regional Science 34(4) (1994) 549-561.
  • D. Serra, C. ReVelle, Competitive location in discrete space, in Z. Drezner (ed.) Facility location: A survey of applications and methods...
  • J. Spoerhase, H.C. Wirth, (r|p)-centroid problems on paths and trees, Theoretical Computer Science
  • R. Suárez-Vega, D.R. Santos-Peñate, P. Dorta-González, Competitive multifacility location on networks: the (r|Xp)-medianoid problem. Journal...
  • L.A. Zadeh. Fuzzy sets. Information and Control 8 (1965) 338-353.