發(fā)布時(shí)間：2018-06-18 00:44

  本文選題：雙渠道 + 庫(kù)存策略��； 參考：《東華大學(xué)》2014年碩士論文

【摘要】：隨著信息技術(shù)的迅速發(fā)展,基于互聯(lián)網(wǎng)的電子商務(wù)日益受到重視,越來越多的企業(yè)開始通過傳統(tǒng)零售和網(wǎng)絡(luò)直銷兩種渠道向消費(fèi)者出售商品,兩個(gè)渠道既有競(jìng)爭(zhēng)也有合作。特別地,當(dāng)某一渠道缺貨時(shí),顧客可能會(huì)選擇其他渠道購(gòu)買產(chǎn)品,即產(chǎn)生顧客需求轉(zhuǎn)移競(jìng)爭(zhēng)行為,導(dǎo)致客戶群不穩(wěn)定。雙渠道供應(yīng)鏈除了存在顧客需求轉(zhuǎn)移等競(jìng)爭(zhēng)行為,成員之間往往也有合作行為,如通過庫(kù)存合作轉(zhuǎn)運(yùn)來降低雙渠道供應(yīng)鏈的庫(kù)存水平,但庫(kù)存合作轉(zhuǎn)運(yùn)是如何降低庫(kù)存水平的,這些也是雙渠道供應(yīng)鏈庫(kù)存控制需要解決的問題。因此,本文基于雙渠道某一渠道發(fā)生缺貨,考慮顧客需求轉(zhuǎn)移與庫(kù)存合作轉(zhuǎn)運(yùn),通過馬爾科夫鏈理論和優(yōu)化理論研究集中式與分散式兩種決策模式下雙渠道供應(yīng)鏈庫(kù)存策略。 首先,本文建立雙渠道基本庫(kù)存策略模型,對(duì)比分析兩種決策模式下最優(yōu)庫(kù)存策略,得到兩種決策模式下網(wǎng)絡(luò)商店與零售商店的最優(yōu)基本庫(kù)存水平均相等的結(jié)論,并通過MATLAB算例仿真探討網(wǎng)絡(luò)渠道偏好率、需求率、補(bǔ)貨率、庫(kù)存持有成本、銷售損失成本參數(shù)對(duì)庫(kù)存策略的影響,得到雙渠道供應(yīng)鏈可以通過調(diào)整某些參數(shù)來協(xié)調(diào)系統(tǒng)的庫(kù)存水平,從而提高利潤(rùn)。 其次,在基本庫(kù)存策略的基礎(chǔ)上,考慮顧客需求轉(zhuǎn)移,建立該情形下雙渠道庫(kù)存策略模型。研究表明網(wǎng)絡(luò)商店與零售商店的最優(yōu)基本庫(kù)存水平均很少受到顧客轉(zhuǎn)移率的影響,但顧客需求轉(zhuǎn)移下的利潤(rùn)要高于基本庫(kù)存策略下的利潤(rùn),即顧客需求轉(zhuǎn)移情形優(yōu)于基本庫(kù)存策略情形。并通過分析顧客需求轉(zhuǎn)移下上述參數(shù)對(duì)庫(kù)存策略的影響,得到顧客需求轉(zhuǎn)移可使相應(yīng)參數(shù)績(jī)效更優(yōu)的結(jié)論。 再次,在顧客需求轉(zhuǎn)移的基礎(chǔ)上,同時(shí)考慮庫(kù)存合作轉(zhuǎn)運(yùn),建立該情形下雙渠道供應(yīng)鏈最優(yōu)庫(kù)存策略模型。結(jié)果表明庫(kù)存轉(zhuǎn)運(yùn)下供應(yīng)鏈系統(tǒng)的庫(kù)存小于僅考慮顧客需求轉(zhuǎn)移情形的庫(kù)存,且通過庫(kù)存轉(zhuǎn)運(yùn)提高了供應(yīng)鏈利潤(rùn),即庫(kù)存合作轉(zhuǎn)運(yùn)情形優(yōu)于僅考慮顧客需求轉(zhuǎn)移情形。同理,通過分析庫(kù)存合作轉(zhuǎn)運(yùn)下上述參數(shù)對(duì)庫(kù)存策略的影響,得到庫(kù)存合作轉(zhuǎn)運(yùn)可使相應(yīng)參數(shù)績(jī)效更優(yōu)的結(jié)論。 最后對(duì)研究?jī)?nèi)容進(jìn)行了總結(jié)與評(píng)價(jià),并提出了進(jìn)一步的研究方向。
[Abstract]:With the rapid development of information technology, E-commerce based on Internet has been paid more and more attention. More and more enterprises begin to sell goods to consumers through traditional retail and network direct selling channels. The two channels have both competition and cooperation. In particular, when one channel is out of stock, customers may choose other channels to buy products, that is, customer demand transfer competition behavior, resulting in customer group instability. Besides the competitive behavior such as customer demand transfer, there are also cooperative behaviors among members in the dual-channel supply chain, such as reducing the inventory level of the dual-channel supply chain through inventory cooperative transfer, but how to reduce the inventory level of inventory cooperative trans-shipment. These are also two-channel supply chain inventory control needs to be solved. Therefore, based on the shortage of one channel in two channels, considering the transfer of customer demand and cooperative transfer of inventory, this paper studies the inventory strategy of dual channel supply chain under the two decision modes of centralized and decentralized through Markov chain theory and optimization theory. First of all, this paper establishes a dual-channel basic inventory strategy model, compares and analyzes the optimal inventory strategy under two decision-making modes, and obtains the conclusion that the optimal basic inventory level of online store and retail store is equal under the two decision-making modes. The influence of network channel preference rate, demand rate, replenishment rate, inventory holding cost and sales loss cost parameters on inventory strategy is discussed by MATLAB simulation. The double channel supply chain can coordinate the inventory level of the system by adjusting some parameters, thus increasing the profit. Secondly, on the basis of the basic inventory strategy, considering the customer demand shift, the dual-channel inventory strategy model is established. The research shows that the optimal basic inventory level of both online and retail stores is rarely affected by the customer transfer rate, but the profit under the customer demand shift is higher than the profit under the basic inventory strategy. That is, customer demand transfer is superior to basic inventory strategy. By analyzing the influence of the above parameters on inventory strategy under the customer demand transfer, the conclusion that the customer demand transfer can make the performance of the corresponding parameters better. Thirdly, on the basis of customer demand transfer, considering inventory cooperative transshipment, the optimal inventory strategy model of two-channel supply chain is established. The results show that the inventory of the supply chain system under inventory transfer is smaller than that of only considering customer demand transfer, and the profit of supply chain is improved by inventory transfer, that is, the case of cooperative transfer of inventory is better than that of only considering the transfer of customer demand. In the same way, by analyzing the influence of the above parameters on inventory strategy under inventory cooperative transfer, the conclusion that inventory cooperative transfer can improve the performance of the corresponding parameters is obtained. Finally, the research contents are summarized and evaluated, and further research directions are proposed.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F713.36

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本文編號(hào)：2033209