物联网环境下供应链企业合作策略及其比较研究

发布时间：2018-01-25 09:17

本文关键词： 物联网供应链云服务平台大数据营销 stackelberg博弈微分博弈　出处：《天津大学》2016年博士论文　论文类型：学位论文

【摘要】：物联网技术的迅猛发展为供应链企业之间信息与资源的共享提供了便利,由于原有资源设施加载了智能终端海量数据能够被感知,而云计算及和大数据技术的发展又使得海量数据的处理变得更加快捷。信息技术的变革势必引起制造环节和营销环节的变化,这都将为企业运营及供应链企业间的合作带来影响。本文遵从“理性人”假设,以主体利益最大化为原则来研究企业运营及合作的相关问题。本文以行为经济学、运营管理、控制论、经济博弈论与信息经济学等基础理论为参考,研究了物联网环境下供应链企业合作策略及其比较的相关问题,采用数学建模的方法,分别针对云服务平台参与的供应链运营模式、考虑消费者比价行为和品牌竞争的大数据营销策略、两级供应链下大数据营销的动态合作策略及大数据服务商参与的三级供应链动态合作策略等问题进行研究,以期为物联网环境下企业实相关践提供理论依据。本文主要研究内容如下:1.云服务平台参与的供应链运营模式(1)云服务平台预测信息分享对制造商渠道策略影响通过构建博弈模型来研究开通云服务平台渠道及云平台预测信息分享对制造商渠道选择的影响,首先,在传统直销渠道模式下建立了供应链的决策模型,求出了制造商最优的销售价格、期望利润。然后,在增设平台渠道的模式下,研究预测信息分享对制造商和平台企业预期利润的影响,并设计了能够使得平台企业愿意分享预测信息的激励机制,使得制造商和平台企业的期望利润均大于不分享的情况。再次,对比了传统直销模式和增设平台渠道并进行预测信息分享的模式下,制造商期望利润的变化情况,给出了最优渠道策略。(2)考虑服务成本的云平台与制造商合作策略比较研究将服务水平为外生变量的情形扩展到考虑服务成本的情形,即制造商和云平台提供制定化服务,其服务水平为内生变量的情形。考虑由单个制造商和云服务平台组成供应链系统,制造商作为博弈关系的主导者同时决策自身的服务水平和销售价格,云服务平台作为博弈关系的跟随者决策自身的服务水平和平台渠道的销售价格。通过比较了三种不同情形的运营模式,并采用讨价还价模型设计了云服务平台和制造商进行利益分享的协调方式。2.考虑消费者比价行为和品牌竞争的大数据营销策略针对大数据时代的特定背景,研究市场上存在两个生产同类产品的品牌制造商竞争的情形,即原始制造商和新兴制造商在产品市场进行竞争的情形。两者通过定价策略及营销策略竞争,获取市场份额。在考虑消费者比价行为的基础上,针对不同市场划分类型,文章分别分析了三种竞争模式:原始品牌制造商与新兴品牌制造商均采用传统营销策略;原始品牌制造商采用大数据营销模式,而新兴品牌制造商采用传统营销策略;原始品牌制造商与新兴品牌制造商均采用大数据营销策略。3.供应链长期动态大数据营销合作策略(1)两级供应链大数据营销的动态合作策略研究物联网环境下,考虑大数据营销的跨期性,并结合消费者类型的划分,将大数据营销问题扩展到长期动态的情形下,并基于动态微分博弈理论建立了两级供应链营销合作策略模型。分别求得两种模式下达到均衡状态的质量努力水平、营销努力水平及消费者转化率,进而针对不同模式进行比较。在此基础上讨论了参数变化对供应链系统利润的影响,并运用算例分析来验证了模型的有效性和可信性,以期为供应链上下游合作的大数据营销策略提供理论支持。(2)大数据服务商参与的三级供应链动态合作策略及其比较针对大数据时代的特定背景,构建了大数据服务商参与的三级供应链营销动态优化模型。基于动态微分博弈理论,建立了合作契约、零售商支付契约及联合支付契约模式下的策略模型。分别求得三种模式下达到均衡状态的质量投入、营销投入、消费者转化率及联合支付契约下分摊比例,并针对三种模式进行比较。结果表明,合作契约下制造商的质量投入和大数据服务商的营销投入水平最高,而且当满足一定条件时,合作契约下供应链系统总利润高于零售商支付契约及联合支付契约,并将合作契约拓展到零售商销售成本为变量的情况进行讨论。
[Abstract]:The rapid development of Internet technology has provided convenience for the sharing of information and resources between supply chain enterprises, the original resource facilities loaded with intelligent terminal data can be sensed, and the development of cloud computing and big data technology and the processing of massive data becomes more efficient. The change of information technology will inevitably lead to changes in link and marketing part of the manufacturing, it will for the enterprise operation and supply chain cooperation between enterprises. The impact of this paper to comply with the hypothesis of "rational man" related issues, to maximize the interests of the subject is to study the principle of enterprise operation and cooperation. Based on behavioral economics, management, control theory, economic game theory and information economics foundation the theory of reference, issues related to supply chain enterprise cooperation strategy and comparative study of the networking environment, using the method of mathematical modeling, respectively for the cloud service Wu Ping The operation mode of supply chain in Taiwan, big data marketing strategy considering consumer behavior and brand price competition, dynamic research cooperation strategy of big data marketing and big data service providers in two level supply chain in three echelon supply chain dynamic cooperation strategy and other issues, in order to provide theoretical basis for enterprise networking environment the relevant practice. The main contents of this paper are as follows: the mode of supply chain operation of the 1. cloud services platform in the cloud service platform (1) to predict manufacturer channel strategy by constructing a game model to study the effect of the opening of cloud service platform and information sharing platform cloud channel prediction effect of manufacturer channel selection first, information sharing in traditional channel mode the decision model of supply chain is established, the manufacturer's optimal selling price, expected profit. Then, in an additional channel platform model, prediction Information sharing profit impact on manufacturers and platform for enterprises, and the design of the incentive mechanism can make the platform enterprises willing to share forecast information, make manufacturers and platform were greater than the expected profits of enterprises do not share. Once again, the comparison of the traditional direct sales model and additional channel platform and forecast information sharing mode, change the manufacturer's expected profit, gives the optimal channel strategy. (2) a comparative study of the service level is exogenous variables is extended to include the cost of service with the cloud platform and the manufacturer cooperation strategy service cost, which manufacturers and cloud platforms provide the service, the service level as endogenous variables by considering. A single manufacturer and cloud service platform of supply chain system, as the leading manufacturer of game relationship and decision of their level of service and sales price Grid, cloud services platform as follow the game relationship between decision makers, their level of service platform and channel sales price. By comparing the three different conditions of operation mode, and design a cloud service platform and manufacturers coordinated benefit sharing.2. consider consumer behavior and brand competition by price bargaining model of big data marketing strategies for the specific background of the era of big data, there are two competitive production of similar products on the market situation of brand manufacturers, namely original manufacturers and emerging manufacturers compete in the product market. The pricing strategy and marketing strategy of competition for market share. Considering the consumer price behavior, according to the different market types, the article analyzes the three competitive mode: original brand manufacturers and emerging brand manufacturers are using the traditional Marketing strategy; original brand manufacturer with large data marketing mode, while emerging brand manufacturers using traditional marketing strategies; original brand manufacturers and emerging brands manufacturers are using a large data marketing strategy of.3. supply chain long-term dynamic data marketing cooperation strategy (1) of the dynamic network environment cooperation strategy of two level supply chain of large data marketing. Considering the intertemporal nature of big data marketing, combined with the division of the types of consumers, the marketing problems of big data extended to long-term dynamic situations, and dynamic differential game theory based on two level supply chain marketing strategy cooperation model. Two modes are obtained by the quality level to the equilibrium state, and the level of marketing efforts the consumer conversion rate, according to the different models are compared and discussed. Based on the influence of parameter variation on the profits of supply chain system, and the use of The numerical example to verify the validity of the model and credibility, in order to provide theoretical support for the big data marketing strategy of upstream and downstream supply chain. (2) the three level supply chain dynamic cooperation strategy of big data service providers to participate in the comparison and specific background of the era of big data, the construction of large data service providers to participate in the three level supply chain marketing model. The dynamic dynamic optimization based on differential game theory, establish a cooperative strategy model of contract, retailers pay contract and joint payment contract mode. The three modes are obtained by the quality equilibrium investment, marketing investment, consumer conversion and joint payment under the contract proportion, and according to the three models were compared. The results show that the quality of investment cooperation under the contract manufacturers and large data services marketing investment level is the highest, but when they meet certain conditions, cooperation contract The total profit of supply chain system is higher than that of retailer's payment contract and joint payment contract, and the cooperation contract is extended to the case of retailer's selling cost as variable.

【学位授予单位】：天津大学
【学位级别】：博士
【学位授予年份】：2016
【分类号】：F274

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