本文關(guān)鍵詞： 物聯(lián)網(wǎng) 供應鏈 云服務平臺 大數(shù)據(jù)營銷 stackelberg博弈 微分博弈　出處：《天津大學》2016年博士論文　論文類型：學位論文

【摘要】：物聯(lián)網(wǎng)技術(shù)的迅猛發(fā)展為供應鏈企業(yè)之間信息與資源的共享提供了便利,由于原有資源設(shè)施加載了智能終端海量數(shù)據(jù)能夠被感知,而云計算及和大數(shù)據(jù)技術(shù)的發(fā)展又使得海量數(shù)據(jù)的處理變得更加快捷。信息技術(shù)的變革勢必引起制造環(huán)節(jié)和營銷環(huán)節(jié)的變化,這都將為企業(yè)運營及供應鏈企業(yè)間的合作帶來影響。本文遵從“理性人”假設(shè),以主體利益最大化為原則來研究企業(yè)運營及合作的相關(guān)問題。本文以行為經(jīng)濟學、運營管理、控制論、經(jīng)濟博弈論與信息經(jīng)濟學等基礎(chǔ)理論為參考,研究了物聯(lián)網(wǎng)環(huán)境下供應鏈企業(yè)合作策略及其比較的相關(guān)問題,采用數(shù)學建模的方法,分別針對云服務平臺參與的供應鏈運營模式、考慮消費者比價行為和品牌競爭的大數(shù)據(jù)營銷策略、兩級供應鏈下大數(shù)據(jù)營銷的動態(tài)合作策略及大數(shù)據(jù)服務商參與的三級供應鏈動態(tài)合作策略等問題進行研究,以期為物聯(lián)網(wǎng)環(huán)境下企業(yè)實相關(guān)踐提供理論依據(jù)。本文主要研究內(nèi)容如下:1.云服務平臺參與的供應鏈運營模式(1)云服務平臺預測信息分享對制造商渠道策略影響通過構(gòu)建博弈模型來研究開通云服務平臺渠道及云平臺預測信息分享對制造商渠道選擇的影響,首先,在傳統(tǒng)直銷渠道模式下建立了供應鏈的決策模型,求出了制造商最優(yōu)的銷售價格、期望利潤。然后,在增設(shè)平臺渠道的模式下,研究預測信息分享對制造商和平臺企業(yè)預期利潤的影響,并設(shè)計了能夠使得平臺企業(yè)愿意分享預測信息的激勵機制,使得制造商和平臺企業(yè)的期望利潤均大于不分享的情況。再次,對比了傳統(tǒng)直銷模式和增設(shè)平臺渠道并進行預測信息分享的模式下,制造商期望利潤的變化情況,給出了最優(yōu)渠道策略。(2)考慮服務成本的云平臺與制造商合作策略比較研究將服務水平為外生變量的情形擴展到考慮服務成本的情形,即制造商和云平臺提供制定化服務,其服務水平為內(nèi)生變量的情形�？紤]由單個制造商和云服務平臺組成供應鏈系統(tǒng),制造商作為博弈關(guān)系的主導者同時決策自身的服務水平和銷售價格,云服務平臺作為博弈關(guān)系的跟隨者決策自身的服務水平和平臺渠道的銷售價格。通過比較了三種不同情形的運營模式,并采用討價還價模型設(shè)計了云服務平臺和制造商進行利益分享的協(xié)調(diào)方式。2.考慮消費者比價行為和品牌競爭的大數(shù)據(jù)營銷策略針對大數(shù)據(jù)時代的特定背景,研究市場上存在兩個生產(chǎn)同類產(chǎn)品的品牌制造商競爭的情形,即原始制造商和新興制造商在產(chǎn)品市場進行競爭的情形。兩者通過定價策略及營銷策略競爭,獲取市場份額。在考慮消費者比價行為的基礎(chǔ)上,針對不同市場劃分類型,文章分別分析了三種競爭模式:原始品牌制造商與新興品牌制造商均采用傳統(tǒng)營銷策略;原始品牌制造商采用大數(shù)據(jù)營銷模式,而新興品牌制造商采用傳統(tǒng)營銷策略;原始品牌制造商與新興品牌制造商均采用大數(shù)據(jù)營銷策略。3.供應鏈長期動態(tài)大數(shù)據(jù)營銷合作策略(1)兩級供應鏈大數(shù)據(jù)營銷的動態(tài)合作策略研究物聯(lián)網(wǎng)環(huán)境下,考慮大數(shù)據(jù)營銷的跨期性,并結(jié)合消費者類型的劃分,將大數(shù)據(jù)營銷問題擴展到長期動態(tài)的情形下,并基于動態(tài)微分博弈理論建立了兩級供應鏈營銷合作策略模型。分別求得兩種模式下達到均衡狀態(tài)的質(zhì)量努力水平、營銷努力水平及消費者轉(zhuǎn)化率,進而針對不同模式進行比較。在此基礎(chǔ)上討論了參數(shù)變化對供應鏈系統(tǒng)利潤的影響,并運用算例分析來驗證了模型的有效性和可信性,以期為供應鏈上下游合作的大數(shù)據(jù)營銷策略提供理論支持。(2)大數(shù)據(jù)服務商參與的三級供應鏈動態(tài)合作策略及其比較針對大數(shù)據(jù)時代的特定背景,構(gòu)建了大數(shù)據(jù)服務商參與的三級供應鏈營銷動態(tài)優(yōu)化模型�；趧討B(tài)微分博弈理論,建立了合作契約、零售商支付契約及聯(lián)合支付契約模式下的策略模型。分別求得三種模式下達到均衡狀態(tài)的質(zhì)量投入、營銷投入、消費者轉(zhuǎn)化率及聯(lián)合支付契約下分攤比例,并針對三種模式進行比較。結(jié)果表明,合作契約下制造商的質(zhì)量投入和大數(shù)據(jù)服務商的營銷投入水平最高,而且當滿足一定條件時,合作契約下供應鏈系統(tǒng)總利潤高于零售商支付契約及聯(lián)合支付契約,并將合作契約拓展到零售商銷售成本為變量的情況進行討論。
[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.

【學位授予單位】：天津大學
【學位級別】：博士
【學位授予年份】：2016
【分類號】：F274

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