考虑广告因素的供应链扰动应对策略研究

发布时间：2018-01-25 20:24

本文关键词： 供应链管理广告水平需求扰动成本扰动博弈论　出处：《华中科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：全球经济一体化下,随着产品供应瞬时性和个性多元化需求,快速响应的供应链竞争已逐步取代传统的企业竞争模式。面对瞬息万变的市场环境,供应链的一体化、稳定性和及时响应性成了企业的核心竞争优势。而市场环境的不确定性,极大的挑战了供应链的稳定性,这使得供应链扰动管理成为研究热点。目前,供应链扰动管理的研究多集中于单一扰动因素,本文在该基础上进行补充拓展:将广告因素引入供应链扰动管理,并将单一扰动因素扩展到市场需求扰动和生产成本扰动。在集中式与分散两种供应链决策模式下,以传统两级供应链为研究对象,考虑了依赖广告水平与销售价格的需求函数,研究了需求与成本扰动后,供应链系统应如何调整初始生产计划,以使供应链利润重新达到最优,并比较分析初始生产计划的稳健性与抗扰动性。同时,刻画了不同扰动区间下,供应链的最优广告水平与生产数量的调整策略。最后,在集中式供应链和分散式供应链中,分别计算扰动信息价值,分析供应链成员应对供应链扰动的最佳策略。研究表明,当市场需求与生产成本同时发生扰动时,在集中式与分散式两种供应决策模式下,初始最优生产计划仍具有一定的稳健性,且两者具有相同的扰动稳健区间。但与分散式供应链相比,集中式供应链通过更低的销售价格以及更高的广告投入获得更高的市场需求和总供应链利润。另外,不同的供应链决策模式具有不同的扰动信息价值,需视具体情况进行扰动应对。
[Abstract]:With the global economic integration, with the instantaneous product supply and diversified demand, the rapid response of supply chain competition has gradually replaced the traditional enterprise competition model, facing the rapidly changing market environment. The integration, stability and timely response of the supply chain have become the core competitive advantage of the enterprise, while the uncertainty of the market environment has greatly challenged the stability of the supply chain. This makes the supply chain disturbance management become a research hotspot. At present, the supply chain disturbance management research focuses on a single disturbance factor, this paper makes a supplementary expansion on this basis: introducing advertising factors into supply chain disturbance management. The single disturbance factor is extended to the disturbance of market demand and production cost. Under the two modes of centralized and decentralized supply chain decision, the traditional two-level supply chain is taken as the research object. Considering the demand function which depends on the advertising level and the sales price, this paper studies how the supply chain system adjusts the initial production plan after the disturbance of demand and cost, in order to make the supply chain profit reach the optimum again. The robustness and anti-disturbance of the initial production plan are compared and analyzed. At the same time, the optimal advertising level and production quantity adjustment strategy of the supply chain under different disturbance intervals are described. Finally. In the centralized supply chain and the decentralized supply chain, the disturbance information value is calculated, and the optimal strategy for the supply chain members to deal with the supply chain disturbance is analyzed. The research shows that when the market demand and production cost are disturbed at the same time. In both centralized and decentralized supply decision modes, the initial optimal production planning still has some robustness, and both have the same disturbance robust interval, but compared with decentralized supply chain. The centralized supply chain obtains higher market demand and total supply chain profit through lower sales price and higher advertising input. In addition, different supply chain decision models have different disturbance information value. It is necessary to deal with the disturbance according to the specific situation.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8;F274

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