需求学习下考虑顾客策略行为的供应链决策

发布时间：2018-06-03 06:31

本文选题：顾客策略行为 + 需求学习　；参考：《中国管理科学》2015年04期

【摘要】：顾客策略行为对企业的经营绩效带来了巨大的负面影响,本文基于供应链背景,探讨需求学习应对顾客策略行为的作用与价值。构建了由单一制造商、单一零售商和一组顾客群组成的两周期分散式供应链系统的博弈模型,将顾客划分为短视型和策略型两种类型。采用数理模型和数值分析,研究了需求学习对于供应链的定价决策、订货决策及整体绩效的影响,得到如下主要研究结论:第一,无论面对何种类型的顾客,零售商均偏好需求学习获取需求更新信息;第二,面对短视顾客时,制造商偏好于不获取更新信息,而当顾客为策略型时,制造商偏好于获取更新信息;第三,需求学习有助于提高零售商和供应链系统的利润,特别当面对策略型顾客时,需求学习带来的利润增值更大。以上研究结论表明,需求学习可以有效地缓解顾客策略行为的负面影响,提高企业的运营绩效。
[Abstract]:Customer strategic behavior has a huge negative impact on the business performance. Based on the supply chain background, this paper discusses the role and value of demand learning to deal with customer strategic behavior. A game model of two cycle decentralized supply chain system consisting of a single manufacturer, a single retailer and a group of customer groups is constructed, and the customer is divided into a model. Two types of shortsightedness and strategic type. Using mathematical models and numerical analysis, we study the influence of demand learning on the pricing decision, order decision and overall performance of the supply chain. The main conclusions are as follows: first, no matter what type of customer, the retailer will prefer to learn to get the demand update information, and second. When the customer is short of customers, the manufacturer prefers to not get the update information, and when the customer is the strategy type, the manufacturer prefers to obtain the update information; third, the demand learning helps to improve the profit of the retailer and the supply chain system, especially when facing the strategy type customer, the demand learning belt has a greater profit appreciation. Learning can effectively alleviate the negative effects of customers' strategic behavior and improve their operational performance.
【作者单位】：天津工业大学管理学院;南开大学商学院;
【基金】：国家社会科学基金青年项目(13CGL058) 教育部人文社会科学研究青年基金项目(11YJC630174) 中国博士后科学基金项目(2014M551025) 天津工业大学管理学院科技创新基金
【分类号】：F274

【相似文献】