双渠道下服装企业生产—分销网络优化策略研究

发布时间：2018-04-17 21:44

本文选题：双渠道 + 生产-分销网络　；参考：《福州大学》2014年硕士论文

【摘要】：纺织服装产品长期位居我国出口商品的第一把交椅,然而却因无法被精确的进行预测生产,无法被有针对性的分销到需求者的市场上,造成了服装行业大量的库存堆积以及服装消费发展滞后。随着科学技术的发展带动网络应用的普及,促使消费者转变着固有的消费方式,各大服装企业利用电子商务网络购物平台,纷纷触电拓宽销售渠道,旨在提高服装产品销售量,降低行业整体库存水平。因此,研究双渠道环境下服装企业生产-分销网络对其更好的运用电子商务销售业态具有一定的现实参考意义。论文针对我国服装业高库存积压的现状,研究双渠道环境下服装企业生产-分销网络优化策略,分析按库存生产模式下网络销售渠道对传统分销渠道产品销售的影响,并进一步考虑由订单切入点不同,所导致的生产-分销模式的改变对服装产品销售的影响。首先,论文搜集并梳理了有关生产-分销网络、服装供应链及网络销售渠道等相关的国内外研究现状,并根据订单切入点的不同归纳出服装企业在网络销售和传统分销两种渠道下相应的生产-分销网络模式。其次,在服装传统分销渠道的基础上引入网络销售渠道,建立双渠道环境下服装供应链利润最大化的混合整数规划模型,模型考虑网络销售服装产品的可获得性惩罚成本、生产成本、库存成本、运输成本等因素的影响,建立包含制造商、分销商两级供应链的生产-分销网络模型,并通过数值仿真与灵敏度分析总结网络销售渠道的引入对传统分销渠道产品销售的影响。最后,论文进一步研究由订单切入点不同引起生产-分销网络改变的预售模式,作为服装企业网络销售渠道新兴服务模式,分析其对传统分销渠道产品销售的影响,并运用数值仿真与灵敏度分析验证了服装企业应用预售模式的积极性。本文研究表明,在同质化严重的服装市场上,服装企业涉足电子商务平台,增加按库存生产的集中式分销的网络销售业态,仅仅起到了为服装市场拓宽销售渠道作用,而按订单生产的预售模式利用网络销售的高反馈效率,在一定的环境下指导传统分销渠道进行精准的需求预测,解决高库存积压等问题,为服装行业今后实际运作提供了相应参考。
[Abstract]:Textile and clothing products have long been ranked first among China's export commodities, however, because they cannot be accurately predicted and produced, they cannot be distributed to the market of those who need them.As a result of the clothing industry a large number of inventory accumulation and clothing consumption development lags behind.With the development of science and technology driving the popularization of network application, the consumers are changing their inherent consumption mode. The major clothing enterprises use e-commerce online shopping platform to expand the sales channels one after another in order to increase the sales volume of clothing products.Reduce the overall inventory level of the industry.Therefore, it is of practical significance to study the production and distribution network of garment enterprises in the dual channel environment.In view of the current situation of high inventory backlog in garment industry in China, this paper studies the optimization strategy of production and distribution network of garment enterprises under the environment of dual channels, and analyzes the influence of network sales channels on the sales of traditional distribution channels under the mode of inventory production.And further consider the impact of the change of production-distribution mode on clothing product sales due to the different entry point of order.First of all, the paper collects and combs the domestic and foreign research status of the production-distribution network, clothing supply chain and network sales channel, etc.According to the different entry point of order, the paper concludes the corresponding production-distribution network mode of clothing enterprises under the two channels of network sales and traditional distribution.Secondly, on the basis of the traditional distribution channels of clothing, we introduce the network sales channels, and establish a mixed integer programming model to maximize the profit of clothing supply chain under the environment of two channels. The model takes into account the available penalty cost of clothing products sold on the network.Production cost, inventory cost, transportation cost and other factors, a production-distribution network model including manufacturer and distributor two-level supply chain is established.Through numerical simulation and sensitivity analysis, the influence of the introduction of network sales channel on the traditional distribution channel product sales is summarized.Finally, the paper further studies the pre-sale mode, which changes the production-distribution network caused by different order entry points, as a new service mode of clothing enterprise network sales channel, and analyzes its influence on the traditional distribution channel product sales.Numerical simulation and sensitivity analysis are used to verify the enthusiasm of garment enterprises to apply the pre-sale model.The research shows that in the homogenized clothing market, clothing enterprises step into the e-commerce platform and increase the network sales pattern of centralized distribution according to inventory, which only serves to broaden the sales channels for the clothing market.The pre-sale mode of production according to orders utilizes the high feedback efficiency of network sales, instructs the traditional distribution channels to make accurate demand prediction under a certain environment, and solves the problems such as high inventory backlog and so on.It provides the corresponding reference for the actual operation of the garment industry in the future.
【学位授予单位】：福州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.86;F274

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