本文關(guān)鍵詞： 供應(yīng)鏈管理 廣告水平 需求擾動(dòng) 成本擾動(dòng) 博弈論　出處：《華中科技大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：全球經(jīng)濟(jì)一體化下,隨著產(chǎn)品供應(yīng)瞬時(shí)性和個(gè)性多元化需求,快速響應(yīng)的供應(yīng)鏈競(jìng)爭(zhēng)已逐步取代傳統(tǒng)的企業(yè)競(jìng)爭(zhēng)模式。面對(duì)瞬息萬(wàn)變的市場(chǎng)環(huán)境,供應(yīng)鏈的一體化、穩(wěn)定性和及時(shí)響應(yīng)性成了企業(yè)的核心競(jìng)爭(zhēng)優(yōu)勢(shì)。而市場(chǎng)環(huán)境的不確定性,極大的挑戰(zhàn)了供應(yīng)鏈的穩(wěn)定性,這使得供應(yīng)鏈擾動(dòng)管理成為研究熱點(diǎn)。目前,供應(yīng)鏈擾動(dòng)管理的研究多集中于單一擾動(dòng)因素,本文在該基礎(chǔ)上進(jìn)行補(bǔ)充拓展:將廣告因素引入供應(yīng)鏈擾動(dòng)管理,并將單一擾動(dòng)因素?cái)U(kuò)展到市場(chǎng)需求擾動(dòng)和生產(chǎn)成本擾動(dòng)。在集中式與分散兩種供應(yīng)鏈決策模式下,以傳統(tǒng)兩級(jí)供應(yīng)鏈為研究對(duì)象,考慮了依賴(lài)廣告水平與銷(xiāo)售價(jià)格的需求函數(shù),研究了需求與成本擾動(dòng)后,供應(yīng)鏈系統(tǒng)應(yīng)如何調(diào)整初始生產(chǎn)計(jì)劃,以使供應(yīng)鏈利潤(rùn)重新達(dá)到最優(yōu),并比較分析初始生產(chǎn)計(jì)劃的穩(wěn)健性與抗擾動(dòng)性。同時(shí),刻畫(huà)了不同擾動(dòng)區(qū)間下,供應(yīng)鏈的最優(yōu)廣告水平與生產(chǎn)數(shù)量的調(diào)整策略。最后,在集中式供應(yīng)鏈和分散式供應(yīng)鏈中,分別計(jì)算擾動(dòng)信息價(jià)值,分析供應(yīng)鏈成員應(yīng)對(duì)供應(yīng)鏈擾動(dòng)的最佳策略。研究表明,當(dāng)市場(chǎng)需求與生產(chǎn)成本同時(shí)發(fā)生擾動(dòng)時(shí),在集中式與分散式兩種供應(yīng)決策模式下,初始最優(yōu)生產(chǎn)計(jì)劃仍具有一定的穩(wěn)健性,且兩者具有相同的擾動(dòng)穩(wěn)健區(qū)間。但與分散式供應(yīng)鏈相比,集中式供應(yīng)鏈通過(guò)更低的銷(xiāo)售價(jià)格以及更高的廣告投入獲得更高的市場(chǎng)需求和總供應(yīng)鏈利潤(rùn)。另外,不同的供應(yīng)鏈決策模式具有不同的擾動(dòng)信息價(jià)值,需視具體情況進(jìn)行擾動(dòng)應(yīng)對(duì)。
[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.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F713.8;F274

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本文編號(hào)：1463621