本文選題：食用油生產(chǎn)企業(yè)　切入點(diǎn)：二級(jí)供應(yīng)鏈　出處：《武漢輕工大學(xué)》2014年碩士論文

【摘要】：作為流通的重要環(huán)節(jié)，供應(yīng)鏈愈來(lái)愈受到企業(yè)管理者的重視，并在學(xué)術(shù)界引起了廣泛討論。如今，將博弈論運(yùn)用于供應(yīng)鏈問(wèn)題的研究也日益普遍。在市場(chǎng)競(jìng)爭(zhēng)日趨激烈，食用油產(chǎn)品價(jià)格頻繁波動(dòng)的背景下，本文以小包裝食用油產(chǎn)品二級(jí)供應(yīng)鏈為研究對(duì)象，這一研究對(duì)象由單一食用油生產(chǎn)企業(yè)與單一零售商構(gòu)成，需要解決的問(wèn)題是在這個(gè)二級(jí)供應(yīng)鏈中食用油生產(chǎn)企業(yè)怎樣決策以獲得產(chǎn)品的最優(yōu)定價(jià)策略。 本文首先從三個(gè)層面對(duì)供應(yīng)鏈定價(jià)的相關(guān)理論基礎(chǔ)進(jìn)行闡述，即供應(yīng)鏈與定價(jià)、供應(yīng)鏈博弈和供應(yīng)鏈博弈定價(jià)；并介紹了食用油產(chǎn)品供應(yīng)鏈的分類(lèi)，以及供應(yīng)鏈定價(jià)的影響因素；然后基于博弈論，建立了食用油產(chǎn)品在四種博弈環(huán)境下的定價(jià)決策模型：集中決策定價(jià)環(huán)境、Nash均衡定價(jià)環(huán)境、制造商主導(dǎo)的定價(jià)環(huán)境、以及零售商主導(dǎo)的定價(jià)環(huán)境，并對(duì)比分析了以上四種環(huán)境下食用油產(chǎn)品的定價(jià)策略模型，得出了食用油產(chǎn)品在二級(jí)供應(yīng)鏈上定價(jià)決策的九個(gè)結(jié)論；最后，，通過(guò)對(duì)食用油產(chǎn)品在四種博弈環(huán)境下的定價(jià)策略進(jìn)行實(shí)證分析，為處于四種不同博弈環(huán)境下的食用油生產(chǎn)企業(yè)制定合理的定價(jià)策略，指出食用油供應(yīng)鏈上生產(chǎn)企業(yè)和零售商只有將非合作博弈定價(jià)變?yōu)楹献鞑┺亩▋r(jià)，才能獲得整個(gè)供應(yīng)鏈利益的最大化。本文的研究有助于供應(yīng)鏈上企業(yè)把握價(jià)格形成規(guī)律，指導(dǎo)供應(yīng)鏈上企業(yè)合理定價(jià)，從而提高企業(yè)競(jìng)爭(zhēng)力，達(dá)成共贏。
[Abstract]:As an important link in circulation, supply chain has been paid more and more attention by enterprise managers, and has aroused extensive discussion in academic circles. Nowadays, the study of applying game theory to supply chain problems is becoming more and more common, and the market competition is becoming more and more fierce. Under the background of frequent price fluctuation of edible oil products, this paper takes the two-stage supply chain of small packaging edible oil products as the research object, which consists of a single edible oil producer and a single retailer. The problem that needs to be solved is how to make decisions in this secondary supply chain to obtain the optimal pricing strategy. In this paper, the theoretical basis of supply chain pricing is expounded from three aspects, namely supply chain and pricing, supply chain game and supply chain game pricing, and the classification of supply chain of edible oil products. Then, based on game theory, the pricing decision model of edible oil products in four game environments is established: centralized decision making environment and Nash equilibrium pricing environment, manufacturer dominated pricing environment. The pricing strategy model of edible oil products under the above four environments is compared and analyzed, and the nine conclusions of pricing decision of edible oil products in the secondary supply chain are obtained. Through the empirical analysis of the pricing strategies of edible oil products under the four game environment, the reasonable pricing strategy is established for the edible oil production enterprises under four different game environments. It is pointed out that only by changing the non-cooperative game pricing into cooperative game pricing can the producers and retailers maximize the benefits of the whole supply chain. The research in this paper is helpful for the enterprises in the supply chain to grasp the rules of price formation. Guide the enterprise to price reasonably on the supply chain so as to improve the competitiveness of the enterprise and achieve a win-win situation.
【學(xué)位授予單位】：武漢輕工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F426.82;F274

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本文編號(hào)：1666658