零售商双渠道系统动力学仿真优化研究

发布时间：2018-03-19 16:55

本文选题：零售商双渠道　切入点：库存协调　出处：《华南理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：2013年双十一节开始的21小时20分钟后，淘宝交易额突破300亿元！这是之后几天各大门户网站科技版头条最醒目的字眼！可见在现实的商业世界，电子商务的飞速发展已经带来了巨大的商业利益，使得众多大型零售商聚焦目光，通过制定实体店和网购店并存的双渠道战略来促进产品销售，如苏宁易购、国美网上商城等，而作为顾客则拥有了更多生活便利，不仅可以去往传统实体零售店购买物品，网购商店也成为购物的可选去处。电子商务使得产品的供应链在结构上呈现出双渠道的特征，本文主要对零售商双渠道这一新模式加以研究。双渠道零售商作为一个零售整体，可以接触更多的潜在顾客，提升了购买的可能性，但这一模式的出现也带来了许多管理思考。比如实体零售商新增网购渠道成为双渠道零售商以后，，会面临诸如库存策略、定价模式选择等诸多问题，因此对零售商双渠道开展研究具有价值。本文考虑一个生产商与一个双渠道零售商的供应链结构，以苏宁等大型零售实体与网购店销售的短生命周期产品为例，此类产品的目标市场容量有限，采用口碑营销模式预测市场需求量变化，考虑顾客满意度、价格等因素对产品需求产生影响、生产周期、配送周期、缺货、生产商供应产品在不同渠道间分配以及补货代售等诸多现实问题，由于各要素之间存在复杂的相互作用，使得此类问题分析异常复杂，传统的数学建模方法因难以清晰、简洁地描述出这些非线性关系而很难被应用于此问题的研究。因此，本文以系统动力学为工具对零售商双渠道供应链环境下产品的生产运作、订货配送与销售模式进行建模与仿真，建立了零售商双渠道供应链环境下产品运营与库存协调的三种系统动力学仿真模型：零售商双渠道供应链基本策略模型、独立库存补充策略模型以及库存共享策略模型。首先，通过因果回路分析了三种模型中主要变量因果循环变化关系；其次，根据仿真数据分析对比了仿真周期内三种双渠道零售商库存协调策略在缺货水平、库存水平、市场份额等多个不同维度上的优缺特性；最后，还对双渠道零售商在统一定价与差别定价两种不同定价模式下，关于库存协调策略选择问题加以探讨。期望通过研究，为双渠道零售商作为一个零售整体如何在实体店和网购店之间实施更优的库存协调策略来增强双渠道供应链的供需匹配性，以及不同定价模式下关于最优的库存协调策略选择问题提供借鉴，从而提高市场需求满意度，降低运营成本，获取更大市场份额和收益。
[Abstract]:On 2013, 21 hours and 20 minutes after the double 11th Festival, Taobao trading volume exceeded 30 billion yuan! This is the most eye-catching word in the next few days of the headlines of the major portals in science and technology! It can be seen that in the real business world, the rapid development of electronic commerce has brought huge commercial benefits, so that many large retailers focus their attention on the promotion of product sales through the development of a dual-channel strategy of physical stores and online shopping stores. Such as SUNING, Gome online Mall, and as customers have more living convenience, not only can go to the traditional physical retail stores to buy goods, online shopping stores are also an alternative to shopping. E-commerce makes the structure of the product supply chain present the characteristics of double channels. This paper mainly studies the new model of retailers with dual channels. As a whole, dual-channel retailers can contact more potential customers. The possibility of purchasing has been enhanced, but the emergence of this model has also brought a lot of management thinking. For example, after the new online shopping channels for real retailers become dual-channel retailers, they will face many problems, such as inventory strategy, pricing model selection and so on. Therefore, it is valuable to carry out research on two channels of retailers. In this paper, we consider the supply chain structure of a manufacturer and a double-channel retailer. Taking the short life cycle products sold by large retail entities such as SUNING and online shopping stores as an example, the target market capacity of such products is limited. The word-of-mouth marketing model is used to predict the change of market demand, considering the influence of customer satisfaction, price and other factors on product demand, production cycle, distribution cycle, shortage, etc. There are many practical problems, such as distribution of products supplied by producers in different channels and restocking, because of the complex interaction among various factors, the analysis of such problems is extremely complicated, and the traditional mathematical modeling method is difficult to be clearly defined. These nonlinear relationships are described succinctly and are difficult to be applied to the study of this problem. Therefore, this paper uses system dynamics as a tool for the production and operation of products under the environment of retailers' dual-channel supply chain. The model of ordering distribution and sales is modeled and simulated, and three system dynamics simulation models of product operation and inventory coordination under the environment of retailers' dual-channel supply chain are established: the basic strategy model of retailer's dual-channel supply chain. The independent inventory replenishment policy model and the inventory sharing policy model. Firstly, the causality cycle of the three models is analyzed by causality loop. Secondly, According to the analysis of simulation data, the characteristics of inventory coordination strategies of three kinds of dual-channel retailers in different dimensions, such as stock shortage level, inventory level, market share and so on, are compared in the simulation cycle. Finally, This paper also discusses the selection of inventory coordination strategy for dual-channel retailers under two different pricing modes: unified pricing and differential pricing. How to implement better inventory coordination strategy between physical store and online shopping store as a whole, to enhance the supply and demand matching of double channel supply chain. The optimal inventory coordination strategy under different pricing modes can be used for reference in order to improve the satisfaction of market demand, reduce operating costs, and obtain greater market share and income.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：N941.3;F253

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