考虑消费者行为的企业运营优化和供应链契约协调研究

发布时间：2018-05-04 19:31

  本文选题：消费者行为 + 回购契约　； 参考：《天津大学》2015年博士论文

【摘要】：随着电子商务在全球快速发展,电子商务逐渐成为了人们所热衷的消费方式之一,其模式和运用呈现出更加灵活多样的状态。在全球供应链网络中,传统的交易模式逐渐转变成电子商务交易模式。此外,现在学术界研究了企业运营领域中许多新的研究问题包括日益竞争的市场和企业的销售模式所产生的电子商务供应链,例如消费者行为问题。为了应对该形势下的挑战,考虑消费者行为对企业利润的影响,围绕相关问题研究,如供应链中企业的动态博弈分析、供应链绩效水平如何及各种契约协调机制等,并应用市场学等相关理论和方法,静态博弈理论、动态博弈理论、最优化分析,研究电子商务供应链绩效水平和运营管理中发现新的机制,为供应链企业提出指导性和建设性的意见和理论依据。具体来讲,本文主要研究了以下几个方面的内容1.电子商务环境下考虑消费者行为和服务水平的契约协调与优化策略研究(1)基于服务水平的drop-shipping收益共享契约模型及优化策略研究在由一个供应商和一个网络零售商组成的同时以追求利润最大化和服务水平最大化为目的的drop-shipping供应链中,探讨了考虑服务水平情况下的收益共享契约协调问题。收益共享契约在某些条件下,使供应链各成员及供应链整体利润达到最大化,实现了完美契约协调。(2)考虑消费者退货决策的两阶段制造商回购策略研究结合C2B与B2C电子商务模式的特点,构建出产品生命周期中存在C2B-B2C两阶段电子商务模式的供应链模型,分析第一阶段C2B供应链中退货补偿价格对退货量的影响以及对第二阶段B2C供应链销量、利润的影响,并研究和设计了相应制造商回购合同来进行协调,并通过算例验证了由两阶段电子商务供应链中零售商制定退货补偿价格对两阶段供应链整体利润的影响以及制造商回购合同对零售商退货补偿价格与两阶段供应链整体利润的影响,达到了Pareto最优。(3)联合契约下三级供应链收益共享-回购契约协调及优化策略在由制造商、分销商和零售商组成的三级供应链中,构建了三级易逝品供应链报童模型。在三级供应链中的两个上下游企业交易过程中采用了不同的契约类型,以及如何设计收益共享-回购契约机制来协调,使整体供应链利润及各自供应链成员利润达到最大,来达到完美契约协调。2.消费者行为与企业信息安全行为之间的动态优化策略研究从企业信息安全问题的实际出发,运用演化博弈理论建立了企业和消费者的演化博弈模型。尝试从公众参与的角度分析了大数据背景下企业信息安全投资和消费者之间策略选择和交互行为的影响,通过双方均衡状态,总结出系统两种模式:良好状态模式(购买,投资)和不良状态模式(不购买,不投资),而这种状态不利于企业自身发展,不利于整个社会的福利。因此,要跳出不良状态,就要寻求优化企业信息安全,使消费者和企业达到双赢的结果。3.基于“供应链声誉”供应链系统动态优化决策研究利用微分对策理论研究并构建了单个供应商和单个网络零售商组成的二级供应链微分对策动态模型的优化问题,运用汉密尔顿-雅可比-贝尔曼方程求出供应商和网络零售商在Nash非合作博弈、Stackelberg主从博弈及协同合作博弈条件下的最优策略,并对此三种博弈结构下的反馈均衡结果进行了比较。研究结果显示,协同合作博弈情形下的系统收益、参与双方的收益水平要优于Nash非合作、Stackelberg博弈情形下的收益水平;在Stackelberg博弈情形下,网络零售商的激励因子是供应链系统中的一种协调和激励机制,可以提高供应链各自成员以及整个供应链系统的收益。
[Abstract]:With the rapid development of e-commerce in the world, e-commerce has gradually become one of the consuming ways people are keen on. Its mode and application are more flexible and diverse. In the global supply chain network, the traditional trading mode has gradually changed into e-commerce trading mode. In addition, the academic circle has now studied the field of business operation. Many new research issues include the e-business supply chain, such as consumer behavior, produced by the increasingly competitive market and the marketing model of the enterprise. In response to the challenges in the situation, the impact of consumer behavior on corporate profits is considered, such as the dynamic game analysis of enterprises in the supply chain, and the supply chain. The performance level and various contract coordination mechanisms, and the application of market science and other related theories and methods, static game theory, dynamic game theory, optimization analysis, the study of the performance level of e-commerce supply chain and the discovery of new mechanisms in operation management, to provide guidance and constructive suggestions and theoretical basis for supply chain enterprises. This paper mainly studies the following aspects: 1. research on the contract coordination and optimization strategy considering consumer behavior and service level in e-business environment (1) the drop-shipping revenue sharing contract model and optimization strategy based on service level are made up of a supplier and a network retailer. In the drop-shipping supply chain, which aims at maximizing profit and maximizing the service level, the problem of revenue sharing contract coordination under the condition of service level is discussed. Under some conditions, the income sharing contract maximizes the overall profit of the supply chain and supply chain, and realizes the perfect contract coordination. (2) considering the consumer retreat. The two stage manufacturer repurchase strategy study in the two stage of cargo decision-making, combined with the characteristics of C2B and B2C e-business model, constructs a supply chain model in the product life cycle of the existence of the two stage e-commerce model in the product life cycle, analyzes the response of the return compensation price to the return volume in the first stage of the C2B supply chain, and the sales of the second stage B2C supply chain, and the profit. It also studies and designs the corresponding manufacturer repurchase contract to coordinate, and proves the effect of the retailer's return compensation price on the overall profit of the two stage supply chain in the two stage e-commerce supply chain as well as the manufacturer repo contract on the retailer's return compensation price and the overall profit of the two stage supply chain through an example. The effect is Pareto optimal. (3) the three level supply chain repurchase contract coordination and optimization strategy under the joint contract in the three level supply chain composed of manufacturers, distributors and retailers, the three perishable supply chain newsboy model is constructed. In the three level supply chain, two upstream and downstream enterprises are used in the transaction process. The type of contract and how to coordinate the profit sharing and repurchase contract mechanism to make the profit of the whole supply chain and the profit of each member of the supply chain reach the maximum, to achieve the perfect contract coordination between the.2. consumer behavior and the enterprise information security behavior. The evolution game model of enterprise and consumer is established by the theory of game theory. From the perspective of public participation, this paper tries to analyze the influence of enterprise information security investment and consumer strategy selection and interaction behavior under the large data background. Through the equilibrium state of both parties, it summarizes the two modes of the system: good state model (purchase, investment) and bad shape. State mode (no purchase, no investment), and this state is not conducive to the development of the enterprise itself, is not conducive to the welfare of the whole society. Therefore, to jump out of the bad state, we should seek to optimize the information security of the enterprise and make the consumer and the enterprise achieve a win-win result.3. based on the "supply chain sound reputation" supply chain system dynamic optimization decision making use of differential pairs. The strategy theory studies and constructs the optimization problem of the dynamic model of the two level supply chain differential game with a single supplier and a single network retailer, and uses the Hamilton Jacobi Behrman equation to find out the optimal strategy of the supplier and the network retailer in the Nash non cooperative game, the Stackelberg master-slave game and the cooperative game. The results of the feedback equilibrium under the three game structures are compared. The results show that the income level of the system is better than that of the Nash non cooperation and the Stackelberg game. In the case of Stackelberg game, the incentive factor of the network retailer is the supply chain system. A coordination and incentive mechanism can improve the revenue of each member of the supply chain and the entire supply chain system.

【学位授予单位】：天津大学
【学位级别】：博士
【学位授予年份】：2015
【分类号】：F274
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本文编号：1844371