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  本文選題：零售商雙渠道　切入點：庫存協(xié)調(diào)　出處：《華南理工大學》2014年碩士論文　論文類型：學位論文

【摘要】：2013年雙十一節(jié)開始的21小時20分鐘后，淘寶交易額突破300億元！這是之后幾天各大門戶網(wǎng)站科技版頭條最醒目的字眼！可見在現(xiàn)實的商業(yè)世界，電子商務的飛速發(fā)展已經(jīng)帶來了巨大的商業(yè)利益，使得眾多大型零售商聚焦目光，通過制定實體店和網(wǎng)購店并存的雙渠道戰(zhàn)略來促進產(chǎn)品銷售，如蘇寧易購、國美網(wǎng)上商城等，而作為顧客則擁有了更多生活便利，不僅可以去往傳統(tǒng)實體零售店購買物品，網(wǎng)購商店也成為購物的可選去處。 電子商務使得產(chǎn)品的供應鏈在結(jié)構(gòu)上呈現(xiàn)出雙渠道的特征，本文主要對零售商雙渠道這一新模式加以研究。雙渠道零售商作為一個零售整體，可以接觸更多的潛在顧客，提升了購買的可能性，但這一模式的出現(xiàn)也帶來了許多管理思考。比如實體零售商新增網(wǎng)購渠道成為雙渠道零售商以后，，會面臨諸如庫存策略、定價模式選擇等諸多問題，因此對零售商雙渠道開展研究具有價值。 本文考慮一個生產(chǎn)商與一個雙渠道零售商的供應鏈結(jié)構(gòu)，以蘇寧等大型零售實體與網(wǎng)購店銷售的短生命周期產(chǎn)品為例，此類產(chǎn)品的目標市場容量有限，采用口碑營銷模式預測市場需求量變化，考慮顧客滿意度、價格等因素對產(chǎn)品需求產(chǎn)生影響、生產(chǎn)周期、配送周期、缺貨、生產(chǎn)商供應產(chǎn)品在不同渠道間分配以及補貨代售等諸多現(xiàn)實問題，由于各要素之間存在復雜的相互作用，使得此類問題分析異常復雜，傳統(tǒng)的數(shù)學建模方法因難以清晰、簡潔地描述出這些非線性關(guān)系而很難被應用于此問題的研究。因此，本文以系統(tǒng)動力學為工具對零售商雙渠道供應鏈環(huán)境下產(chǎn)品的生產(chǎn)運作、訂貨配送與銷售模式進行建模與仿真，建立了零售商雙渠道供應鏈環(huán)境下產(chǎn)品運營與庫存協(xié)調(diào)的三種系統(tǒng)動力學仿真模型：零售商雙渠道供應鏈基本策略模型、獨立庫存補充策略模型以及庫存共享策略模型。首先，通過因果回路分析了三種模型中主要變量因果循環(huán)變化關(guān)系；其次，根據(jù)仿真數(shù)據(jù)分析對比了仿真周期內(nèi)三種雙渠道零售商庫存協(xié)調(diào)策略在缺貨水平、庫存水平、市場份額等多個不同維度上的優(yōu)缺特性；最后，還對雙渠道零售商在統(tǒng)一定價與差別定價兩種不同定價模式下，關(guān)于庫存協(xié)調(diào)策略選擇問題加以探討。期望通過研究，為雙渠道零售商作為一個零售整體如何在實體店和網(wǎng)購店之間實施更優(yōu)的庫存協(xié)調(diào)策略來增強雙渠道供應鏈的供需匹配性，以及不同定價模式下關(guān)于最優(yōu)的庫存協(xié)調(diào)策略選擇問題提供借鑒，從而提高市場需求滿意度，降低運營成本，獲取更大市場份額和收益。
[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.
【學位授予單位】：華南理工大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：N941.3;F253

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