本文選題：網(wǎng)絡(luò)購物 + 顧客缺貨反應(yīng)　； 參考：《哈爾濱工業(yè)大學(xué)》2015年碩士論文

【摘要】：隨著網(wǎng)絡(luò)技術(shù)及物流行業(yè)的快速發(fā)展,網(wǎng)絡(luò)購物日益盛行;其便捷性也使得網(wǎng)絡(luò)消費者的購買行為更加靈活。網(wǎng)絡(luò)營銷的產(chǎn)品缺貨率高于傳統(tǒng)實體商店,更容易發(fā)生供應(yīng)鏈終端的供貨中斷。顧客作為供應(yīng)鏈需求拉動的主體,其對缺貨的反應(yīng)勢必會影響供應(yīng)鏈中斷后的運營效率。本文結(jié)合行為科學(xué)領(lǐng)域?qū)︻櫩腿必浄磻?yīng)的研究和管理科學(xué)領(lǐng)域?qū)⿷?yīng)鏈仿真模型的研究,采用仿真建模分析的方法,定量地研究網(wǎng)絡(luò)營銷的情境下顧客缺貨反應(yīng)對供應(yīng)鏈各環(huán)節(jié)的市場占有率和供應(yīng)鏈整體動態(tài)性的影響。這種影響的顯著程度可作為企業(yè)制定缺貨應(yīng)對策略的依據(jù),對其進行探討具有一定的理論價值和實踐意義。本文應(yīng)用Agent仿真技術(shù)構(gòu)建包含顧客Agent、網(wǎng)絡(luò)零售商Agent和制造商Agent的供應(yīng)鏈模型,模型中考慮不同的網(wǎng)絡(luò)顧客缺貨反應(yīng)、初始的網(wǎng)站市場占有率和品牌市場占有率,定量地分析其是否會顯著影響供應(yīng)鏈中制造商和網(wǎng)絡(luò)零售商的市場占有率,如果是,則進一步判斷其影響程度。仿真分析結(jié)果顯示網(wǎng)絡(luò)顧客缺貨反應(yīng)和初始市場占有率會對各環(huán)節(jié)市場占有率產(chǎn)生顯著影響,但具體影響因素及影響程度不同,據(jù)此提出了替代品牌的降價或促銷、培養(yǎng)顧客的網(wǎng)站忠誠度與品牌忠誠度等缺貨應(yīng)對措施。另外,本文基于Petri-net仿真技術(shù)構(gòu)建包含兩條橫向競爭供應(yīng)鏈的模型,并分別通過模型主頁及各子頁定義供應(yīng)鏈整體及顧客、網(wǎng)站、制造商的活動,定量地研究不同的網(wǎng)絡(luò)顧客缺貨反應(yīng)對供應(yīng)鏈動態(tài)性的影響效果。仿真分析結(jié)果驗證了缺貨的發(fā)生會導(dǎo)致牛鞭效應(yīng),得到了缺貨品牌和競爭品牌供應(yīng)鏈牛鞭效應(yīng)各自的具體影響因素,并考慮到網(wǎng)絡(luò)營銷的特點進一步分析得出顯著影響供應(yīng)鏈中間環(huán)節(jié)動態(tài)性的因素,為供應(yīng)鏈企業(yè)管理者的決策提供參考,以降低供應(yīng)鏈中斷造成的損失。
[Abstract]:With the rapid development of network technology and logistics industry, online shopping is becoming more and more popular, and its convenience also makes the purchasing behavior of online consumers more flexible. The shortage rate of products in network marketing is higher than that in traditional physical stores, and the supply chain terminal is more likely to be interrupted. As the main body of supply chain demand, customer's response to shortage will inevitably affect the operation efficiency after supply chain break. In this paper, based on the research of customer shortage response in behavioral science field and supply chain simulation model in management science field, the method of simulation modeling and analysis is adopted. This paper quantitatively studies the influence of customer shortage on the market share and the overall dynamics of supply chain in the context of network marketing. The significance of this influence can be used as the basis for enterprises to formulate strategies for dealing with shortage, and it has certain theoretical value and practical significance to discuss it. In this paper, a supply chain model including customer Agent, Agent and manufacturer Agent is constructed by using Agent simulation technology. The model takes into account different network customer shortage reactions, initial site market share and brand market share. Quantitative analysis of whether it will significantly affect the market share of manufacturers and online retailers in the supply chain, and if so, further judge its impact. The simulation results show that the network customer shortage reaction and initial market share will have a significant impact on the market share of each link, but the specific factors and the degree of influence are different. Based on this, the price reduction or promotion of alternative brands is put forward. Train customer's website loyalty and brand loyalty, etc. In addition, based on the Petri-net simulation technology, this paper constructs a model including two horizontal competitive supply chains, and defines the activities of the supply chain as a whole, customers, websites and manufacturers through the model home page and each sub-page, respectively. This paper quantitatively studies the effect of different network customer shortage response on supply chain dynamics. The simulation results verify that the occurrence of shortage will lead to bullwhip effect, and get the specific factors that affect the bullwhip effect of shortage brand and competitive brand supply chain. Considering the characteristics of network marketing, the factors that affect the dynamics of the intermediate link of supply chain are obtained, which can provide a reference for the decision of the enterprise manager of the supply chain and reduce the loss caused by the interruption of the supply chain.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274

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本文編號：1800382