考虑顾客意愿和退货行为的闭环供应链多目标优化模型研究

发布时间：2018-11-22 11:38

【摘要】：随着技术的发展,电子产品更新换代的速度越来越快,随之产生的电子废旧产品的处理问题以及企业高昂的生产成本和研发成本等问题逐一显现,因此,废旧产品回收以及再利用成为当下的研究热点。顾客作为闭环供应链中的重要节点,不仅具有购买行为,还会在购买产品后,根据产品特性与个人需求的匹配性选择是否退货,除此以外,顾客还具有返还废旧产品的行为能力。顾客可以通过其理性行为获得效用最大化,决定了在闭环供应链中独一无二的作用。据此,本文以手机闭环供应链为研究对象,同时考虑顾客意愿和顾客退货行为,旨在优化闭环供应链运作,将具有一定的研究价值和实践意义。本文首先综述了有关顾客感知、顾客意愿与顾客行为、闭环供应链与满意度、顾客效用的相关研究现状,在此基础上,界定了考虑顾客意愿和退货行为的闭环供应链优化问题的研究框架,共建立：只考虑顾客利益驱动的闭环供应链优化、只考虑顾客意识驱动的闭环供应链优化、同时考虑顾客利益驱动和意识驱动的闭环供应链优化与同时考虑顾客意愿和退货行为的闭环供应链优化四个数学模型。以MZKJ公司提供的市场数据为依据,通过实现多目标优化模型闭环供应链价格满意度、顾客效用和闭环供应链利润三个目标函数的最优,并运用MATLAB的遗传算法多目标求解,最终得到在不同模型中的优化解,为MZKJ公司在未来制定市场战略提供了关于产品定价和宣传费用等方面的建议。通过论文的分析得出的结论有：利润随着顾客效用的增加而减少；顾客的退货行为可能导致闭环供应链价格满意度降低；考虑顾客利益驱动的价格满意度比考虑顾客意识驱动的价格满意度好,考虑顾客意识驱动的顾客效用基本好于考虑顾客利益驱动的顾客效用函数,利润函数中,考虑顾客利益驱动的利润略好于考虑顾客意识驱动的闭环供应链利润。本文主要研究考虑顾客意愿和退货行为的闭环供应链多目标优化问题,并根据实际案例背景提出建议,具有一定的研究价值和实践意义。
[Abstract]:With the development of technology, the speed of upgrading electronic products is getting faster and faster. The problems such as the disposal of electronic waste products and the high production cost and R & D cost of enterprises appear one by one. Recycling and reuse of waste products has become the current research hotspot. As an important node in the closed-loop supply chain, customers not only have purchasing behavior, but also choose whether to return goods according to the matching between product characteristics and individual needs after purchasing products. Customers also have the ability to return used and end-of-life products. Customers can maximize their utility through their rational behavior, which determines the unique role in the closed-loop supply chain. Therefore, this paper takes the closed-loop supply chain of mobile phone as the research object, considering the customer's will and customer's return behavior at the same time, aiming at optimizing the operation of the closed-loop supply chain, which will have certain research value and practical significance. This paper first summarizes the research status of customer perception, customer will and customer behavior, closed-loop supply chain and satisfaction, customer utility. This paper defines the research framework of closed-loop supply chain optimization with consideration of customer will and return behavior, and establishes a closed-loop supply chain optimization that considers only customer interest driven and customer consciousness driven closed-loop supply chain optimization. There are four mathematical models of closed-loop supply chain optimization considering customer interest driven and consciousness driven and closed-loop supply chain optimization considering customer desire and return behavior. Based on the market data provided by MZKJ Company, the multi-objective optimization model of closed-loop supply chain price satisfaction, customer utility and closed-loop supply chain profit is realized, and the MATLAB genetic algorithm is used to solve the problem. Finally, the optimal solution in different models is obtained, which provides MZKJ with suggestions on product pricing and publicity costs in the future. Through the analysis of the paper, the conclusions are as follows: the profit decreases with the increase of the customer's utility, the customer's return behavior may lead to the decline of the closed-loop supply chain price satisfaction; Considering customer interest driven price satisfaction is better than considering customer consciousness driven price satisfaction. Customer utility driven by customer consciousness is better than customer interest driven customer utility function and profit function. The profit driven by customer interest is better than the profit of closed-loop supply chain driven by customer consciousness. This paper mainly studies the multi-objective optimization problem of closed-loop supply chain considering customer will and return behavior, and puts forward some suggestions according to the actual case background, which has certain research value and practical significance.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274

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