基于网络营销顾客缺货反应的供应链中断研究

发布时间：2018-04-25 07:28

本文选题：网络购物 + 顾客缺货反应　；参考：《哈尔滨工业大学》2015年硕士论文

【摘要】：随着网络技术及物流行业的快速发展,网络购物日益盛行;其便捷性也使得网络消费者的购买行为更加灵活。网络营销的产品缺货率高于传统实体商店,更容易发生供应链终端的供货中断。顾客作为供应链需求拉动的主体,其对缺货的反应势必会影响供应链中断后的运营效率。本文结合行为科学领域对顾客缺货反应的研究和管理科学领域对供应链仿真模型的研究,采用仿真建模分析的方法,定量地研究网络营销的情境下顾客缺货反应对供应链各环节的市场占有率和供应链整体动态性的影响。这种影响的显著程度可作为企业制定缺货应对策略的依据,对其进行探讨具有一定的理论价值和实践意义。本文应用Agent仿真技术构建包含顾客Agent、网络零售商Agent和制造商Agent的供应链模型,模型中考虑不同的网络顾客缺货反应、初始的网站市场占有率和品牌市场占有率,定量地分析其是否会显著影响供应链中制造商和网络零售商的市场占有率,如果是,则进一步判断其影响程度。仿真分析结果显示网络顾客缺货反应和初始市场占有率会对各环节市场占有率产生显著影响,但具体影响因素及影响程度不同,据此提出了替代品牌的降价或促销、培养顾客的网站忠诚度与品牌忠诚度等缺货应对措施。另外,本文基于Petri-net仿真技术构建包含两条横向竞争供应链的模型,并分别通过模型主页及各子页定义供应链整体及顾客、网站、制造商的活动,定量地研究不同的网络顾客缺货反应对供应链动态性的影响效果。仿真分析结果验证了缺货的发生会导致牛鞭效应,得到了缺货品牌和竞争品牌供应链牛鞭效应各自的具体影响因素,并考虑到网络营销的特点进一步分析得出显著影响供应链中间环节动态性的因素,为供应链企业管理者的决策提供参考,以降低供应链中断造成的损失。
[Abstract]:With the rapid development of network technology and logistics industry, online shopping is becoming more and more popular, and its convenience also makes the purchasing behavior of online consumers more flexible. The shortage rate of products in network marketing is higher than that in traditional physical stores, and the supply chain terminal is more likely to be interrupted. As the main body of supply chain demand, customer's response to shortage will inevitably affect the operation efficiency after supply chain break. In this paper, based on the research of customer shortage response in behavioral science field and supply chain simulation model in management science field, the method of simulation modeling and analysis is adopted. This paper quantitatively studies the influence of customer shortage on the market share and the overall dynamics of supply chain in the context of network marketing. The significance of this influence can be used as the basis for enterprises to formulate strategies for dealing with shortage, and it has certain theoretical value and practical significance to discuss it. In this paper, a supply chain model including customer Agent, Agent and manufacturer Agent is constructed by using Agent simulation technology. The model takes into account different network customer shortage reactions, initial site market share and brand market share. Quantitative analysis of whether it will significantly affect the market share of manufacturers and online retailers in the supply chain, and if so, further judge its impact. The simulation results show that the network customer shortage reaction and initial market share will have a significant impact on the market share of each link, but the specific factors and the degree of influence are different. Based on this, the price reduction or promotion of alternative brands is put forward. Train customer's website loyalty and brand loyalty, etc. In addition, based on the Petri-net simulation technology, this paper constructs a model including two horizontal competitive supply chains, and defines the activities of the supply chain as a whole, customers, websites and manufacturers through the model home page and each sub-page, respectively. This paper quantitatively studies the effect of different network customer shortage response on supply chain dynamics. The simulation results verify that the occurrence of shortage will lead to bullwhip effect, and get the specific factors that affect the bullwhip effect of shortage brand and competitive brand supply chain. Considering the characteristics of network marketing, the factors that affect the dynamics of the intermediate link of supply chain are obtained, which can provide a reference for the decision of the enterprise manager of the supply chain and reduce the loss caused by the interruption of the supply chain.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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