制造商双渠道供应链协调机制和库存策略研究

发布时间：2018-04-12 06:44

本文选题：制造商双渠道 + 供应链管理　；参考：《西安电子科技大学》2014年硕士论文

【摘要】：网购的发展和普及让传统的处于供应链上游的制造商看到直接面对产品最终用户的可能。相对实体店,网上商城也更具成本优势,因此,许多制造商在传统通过零售方式销售的途径外开辟网上商城通过网络销售产品,满足多样化的用户购买渠道需求。双渠道更有利于扩大市场份额的同时,还可使企业同时从网上渠道和零售渠道获利,也给消费者提供了更多购买方式,使得用户可以从制造商官方商城方便的购得所需要具有质量保证的产品。但由于制造商网上渠道使得供应链渠道趋向扁平化,网络渠道和零售商形成了直接的市场竞争,制造商抢夺了原本属于零售商的市场。因此,制造商和零售商一方面要通过合作销售产品另一方面又需要争夺市场。鉴于此,本文将传统条件下供应链问题的相关研究方法融入新生的供应链流程管理问题的研究中,对制造商开辟网上商城的销售方式和零售渠道共存的双渠道协调和库存现象进行了研究。首先,在分析双渠道条件下各渠道优势的基础上将直销渠道和零售渠道的服务水平之间的不同引入双渠道模型。考虑到产品交付期对于用户购物体验和满意度的重要性,因此,本文将产品交付期作为影响产品渠道需求的重要因素,在此基础上构造了关于交付期的成本函数,并将交付成本函数纳入到了制造商的总成本中。其次,本文通过对双渠道两种库存模式——制造商零售商采取统一库存中心协调模式和制造商零售商采用独立库存协调系统决策模式——分别建模求得了在随机性需求条件下的两种模式的最优库存策略。由于市场需求的随机性,因此,本文通过MATLAB对双渠道库存问题进行了仿真分析。由研究结果可知,最优网络直销价格和零售价格都和交付期有关,且网络直销价格关于交付期的调整系数大于零售价格。从双渠道服务水平差异的角度分析可知,零售商可以利用其渠道优势提高增值服务水平以提高双渠道条件下的议价能力。通过分析集中决策和分散决策差异,求得了双渠道协调条件,并通过数值仿真进行验证。对双渠道库存问题研究可知,渠道备货水平与不同渠道随机需求的不确定性正相关,而渠道期望利润与需求不确定性负相关。在渠道总需求不确定性和双渠道各自需求不确定性相同时,统一库存中心协调模式具有一定的优势,但双渠道条件下具体采用何种库存模式还应综合考虑渠道需求和总体需求不确定性情况和渠道偏好而定。
[Abstract]:The development and popularity of online shopping allows traditional manufacturers upstream of the supply chain to see the possibility of facing product end users directly.Compared with physical stores, online stores also have more cost advantages. Therefore, many manufacturers open up online stores to sell products through the network outside the traditional way of retail sales to meet the diverse demand of customers.While dual channels are more conducive to expanding market share, they can also enable enterprises to profit from both online and retail channels, and also provide consumers with more ways to buy.Enables users to easily purchase quality assurance products from the manufacturer's official Mall.However, because of the flattening of the supply chain channel, the direct market competition between the network channel and the retailer has been formed, and the manufacturer has seized the market belonging to the retailer.Therefore, manufacturers and retailers need to compete for the market on the one hand through cooperation to sell products on the other hand.In view of this, this paper integrates the traditional research methods of supply chain problems into the new supply chain process management research.This paper studies the coordination and inventory phenomenon of the two channels in which manufacturers open online shopping malls and retail channels coexist.Firstly, on the basis of analyzing the advantages of each channel under the condition of dual channel, the difference between the service level of direct marketing channel and retail channel is introduced into the dual channel model.Considering the importance of the product delivery period to the customer's shopping experience and satisfaction, this paper takes the product delivery period as an important factor affecting the demand of the product channel, and then constructs the cost function about the delivery period.The delivery cost function is incorporated into the total cost of the manufacturer.Secondly,In this paper, the stochastic demand is obtained by modeling two inventory modes of two channels: the unified inventory center coordination model adopted by the manufacturer retailer and the independent inventory coordination system decision model adopted by the manufacturer retailer.The optimal inventory policy of the two modes under the condition of.Because of the randomness of market demand, this paper simulates the dual channel inventory problem by MATLAB.The results show that the optimal network direct selling price and retail price are related to delivery period, and the adjustment coefficient of network direct selling price about delivery period is larger than that of retail price.From the point of view of the difference of service level of two channels, retailers can use their channel advantages to improve the level of value-added services to improve the bargaining power under the condition of dual channels.By analyzing the difference between centralized decision and decentralized decision, the condition of double channel coordination is obtained and verified by numerical simulation.Based on the study of dual-channel inventory, it can be seen that the level of channel stock is positively correlated with the uncertainty of stochastic demand in different channels, while the expected profit of channel is negatively correlated with the uncertainty of demand.When the uncertainty of the total demand of the channel and the uncertainty of the demand of the two channels are the same, the unified inventory center coordination mode has some advantages.However, under the condition of dual channels, which inventory model should be adopted should also consider the uncertainty of channel demand and total demand and channel preference.
【学位授予单位】：西安电子科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274

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