随机需求下的双渠道供应链能力决策问题研究

发布时间：2018-05-08 04:08

本文选题：双渠道 + 能力决策　；参考：《燕山大学》2013年硕士论文

【摘要】：本文研究的主要目的是论证随机需求下双渠道供应链中制造商和零售商的最优产能和最优订购量问题。这里的双渠道供应链是指包含一个电子直销渠道和一个传统零售渠道在内的两个营销渠道的二级供应链，制造商通过两个渠道销售产品，处于传统渠道的零售商从制造商处订货向客户销售。本文针对双渠道供应链的特点运用博弈论，经济学的相关理论并采用文献分析法、图表分析法以及定性与定量分析相结合等方法对双渠道供应链的能力决策进行了研究。本文首先对单阶段销售周期的双渠道供应链产能充足下的能力决策模型进行了分析，以随机需求下的报童问题为基础建模，以零售商在销售周期开始之前是否提前订货为依据分别分析了产能充足时制造商和零售商合作使供应链整体利润最大化下以及二者非合作Stackelberg博弈各自追求利润最大化下的最优产能和最优订购量，这一部分是本文模型的基础；其次，文章以产能充足时的模型为基础，，对产能受限时合作模式和非合作模式下的制造商和零售商的最优决策进行了深入探讨；再次，本文针对随机需求下销售周期前是否提前订货的不确定性大以及单阶段销售周期下产能预期不准这两个问题，研究了将销售周期分成多个阶段来计算更精确的最优产能和最优订购量的方法；最后，文章结合我国家电企业双渠道销售模式的特点以及存在的问题，以海尔为例提出了针对两个渠道下的最优产能决策的创造性建议和管理双渠道营销模式的新思路。
[Abstract]:The main purpose of this paper is to prove the optimal capacity and order quantity of manufacturer and retailer in the supply chain of double channel under stochastic demand. The two-channel supply chain here refers to a two-tier supply chain with two marketing channels, including an electronic direct marketing channel and a traditional retail channel, through which manufacturers sell their products. Retailers in traditional channels place orders from manufacturers to sell to customers. According to the characteristics of double-channel supply chain, this paper uses game theory, economics theory, literature analysis, chart analysis and qualitative and quantitative analysis to study the ability decision-making of double-channel supply chain. In this paper, the capability decision model of two-channel supply chain with sufficient capacity in single-stage sales cycle is analyzed firstly, and the model is based on the newsboy problem under random demand. Based on whether the retailer orders in advance before the beginning of the sales cycle, this paper analyzes whether the manufacturer and the retailer cooperate to maximize the overall profit of the supply chain when the production capacity is sufficient, and the two non-cooperative Stackelberg games seek the most profit respectively. Optimal production capacity and optimal order quantity under Dahua, This part is the basis of this model. Secondly, based on the model of sufficient capacity, this paper discusses the optimal decision of manufacturers and retailers under limited capacity and non-cooperative mode. Thirdly, In this paper, we aim at the uncertainty of whether or not to place an order ahead of the sales cycle under random demand and the uncertainty of the expected production capacity under the one-stage sales cycle. This paper studies the method of dividing the sales cycle into several stages to calculate the more accurate optimal production capacity and the optimal order quantity. Finally, the article combines the characteristics and the existing problems of the double-channel sales model of the household appliance enterprises in our country. Taking Haier as an example, this paper puts forward creative suggestions for optimal production capacity decision under two channels and a new idea of managing double channel marketing mode.
【学位授予单位】：燕山大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.6

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