基于营销视角的供应链最优MOQ决策研究

发布时间：2018-06-02 01:34

本文选题：最小订购量 + 供应商-Stackelberg　；参考：《合肥工业大学》2014年博士论文

【摘要】：经济全球化在给国际国内企业带来机遇的同时,也增加了企业的竞争风险和压力。面对激烈的市场竞争和顾客对产品与服务的差异性要求,企业只有不断缩短产品的生命周期才能得以生存,这对企业的产品研发与投入水平提出了更高的要求。与之相对应,当企业的产品研发水平提高且投入比重增大时,必然要求通过规模经济实现研发过程的经济价值和其触发的连锁增值价值,亦即企业需要拥有较大的生产规模和市场规模,以分摊、补偿产品研发费用,从而降低产品的单位成本,提升产品的价值和利润空间。鉴于此,对于药物、时装、包装消费品等一类产品,由于其生命周期短、投资大、前置时间长,当出现缺货或过量库存情形,易引起可观的经济损失。面对这类产品,供应商往往通过批量生产或采购实现规模经济,降低产品成本,控制市场风险,也由此对下游零售商提出了订购量要求。最小订购量(MOQ)就是供应商要求零售商批量订货的主流策略之一,即要求零售商每次或每个契约周期内订购产品的最小数量。当零售商觉得MOQ不合理时,可以选择不订货。现有的MOQ研究,一般将MOQ作为外生变量,从生产库存的视角进行库存管理优化。与之不同,本文从营销的角度,将MOQ视为内生变量,从多种供应链背景关系出发,基于利润最大化和产能无限假设,进行供应商最优MOQ决策。从理论上证明了该策略对实现供应商的规模经济是可行的,并讨论了该策略导致零售商或供应链整体利润的变化,为该策略下分散供应链的进一步优化提供了研究方向和依据。全文主要针对供应商-Stackelberg结构和价格依赖需求的两级分散供应链展开理论研究,具体的研究内容和创新点如下： 1)基于独立零售商的供应链最小订购量决策。针对一个垄断零售商、两个独立零售商、多个独立零售商这三种不同情形,分别确定了供应链的最优MOQ,并分析了该最优MOQ对供应链各成员以及整个供应链绩效的影响。 2)基于零售商竞争的供应链最小订购量决策。考虑零售商之间的竞争关系,构建三个完全信息二维零和博弈模型,包含垂直维度上以供应商为主导的Stackelberg博弈,和水平维度上两零售商之间的Cournot、合谋、Stackelberg等三种博弈。针对三个博弈模型,分别推导出供应链最优MOQ,通过对比分析了三个博弈模型的占优策略和劣势策略,为供应商的博弈选择提供了依据。 3)基于不对称需求信息的最优MOQ决策。假设零售商掌握准确的需求信息,而供应商仅掌握需求的概率分布,基于此假设推导出供应商的最优MOQ,并分析其对供应链各成员以及整个供应链绩效的影响。将该结论应用于云存储的销售供应链中,假设价格敏感因子服从正态分布,确定了云存储供应商销售的最优最小存储容量,阐释了方法的合理性与有效性。 4)产能变异性对供应链决策的影响分析。上述最优MOQ决策是以不受产能约束为前提假设的,因此有必要分析产能变异性对供应链决策的影响。针对此问题,以周期性生产和盘存的两层供应链为背景,以离散时间、无限计划期为前提,分析了分散和集中决策这两种情形下的生产能力变异性,及其对供应商及其下游零售商库存决策的影响。更进一步,设计了库存补贴契约以实现供应链完美协调,降低库存成本。本文从营销视角对MOQ展开研究,将其视为决策变量进行供应链优化,丰富和发展了基于MOQ的供应链优化理论与方法体系,并在实践中为以供应商为主导的供应链优化提供理论指导。
[Abstract]:At the same time , the globalization of economy brings opportunities to international domestic enterprises , and also increases the competition risk and pressure of enterprises . In the face of the fierce market competition and the difference of customers to the products and services , enterprises can only keep shortening the life cycle of the products to survive . Therefore , when the product development level of the enterprise is improved and the proportion of investment increases , the enterprise needs to have larger production scale and market scale , so as to allocate and compensate the product R & D expenses , thus reducing the unit cost of the product and improving the value and profit space of the product .

In view of this , for a class of products , such as drugs , fashion , packaged consumer goods , etc . , due to the short life cycle , large investment and long lead - in time , considerable economic loss can be caused when stock shortage or excessive inventory occurs . In the face of such products , suppliers tend to achieve economies of scale by mass production or purchase . The minimum order quantity ( MOQ ) is one of the main strategies that suppliers require to order the retailer in bulk . The minimum order quantity ( MOQ ) is the minimum quantity ordered by the retailer for each or every contract period . When the retailer feels that the MOQ is unreasonable , you can choose not to order .

According to the existing MOQ research , MOQ is generally regarded as an exogenous variable to optimize the inventory management from the perspective of production inventory . From the perspective of marketing , MOQ is regarded as the endogenous variable , and the optimal MOQ decision is made on the basis of profit maximization and capacity unlimited assumption .

1 ) Based on the supply chain minimum ordering quantity decision of independent retailers , the optimal MOQ of the supply chain is determined for one monopoly retailer , two independent retailers and multiple independent retailers respectively , and the influence of the optimal MOQ on the members of the supply chain and the performance of the whole supply chain is analyzed .

2 ) Based on the retailer ' s competitive supply chain minimum order quantity decision - making , three complete information two - dimensional zero and game models are constructed in consideration of the competition relationship among the retailers . Three game models are constructed . The optimal MOQ of the supply chain is derived from three game models , and the dominant strategies and inferior strategies of the three game models are analyzed , and the basis is provided for the game selection of the suppliers .

3 ) Based on the optimal MOQ decision of the asymmetric demand information , it is assumed that the retailer has accurate demand information , and the supplier has only the probability distribution of the demand . Based on this assumption , the supplier ' s optimal MOQ is derived , and its influence on the supply chain members and the whole supply chain performance is analyzed . The conclusion is applied to the sales supply chain of cloud storage . It is assumed that the price sensitivity factor is subject to normal distribution , and the optimal minimum storage capacity of the cloud storage supplier is determined , and the rationality and effectiveness of the method are explained .

4 ) The impact of capacity variability on supply chain decision - making is analyzed . The above - mentioned optimal MOQ decision is based on the premise of not being constrained by capacity , so it is necessary to analyze the impact of productivity variability on supply chain decision - making .

This paper studies the MOQ from the perspective of marketing , regards it as a decision variable to optimize the supply chain , enriches and develops the supply chain optimization theory and method system based on MOQ , and provides theoretical guidance for the supply chain optimization based on the supplier .
【学位授予单位】：合肥工业大学
【学位级别】：博士
【学位授予年份】：2014
【分类号】：F274

【参考文献】