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Localización competitiva con valoraciones difusas de los clientes

  • Autores: Clara M. Campos Rodríguez, Dolores Santos Peñate Árbol académico, José Andrés Moreno Pérez Árbol académico
  • 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
  • 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.

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