發(fā)布時(shí)間：2018-06-25 15:31

  本文選題：供應(yīng)鏈結(jié)構(gòu) + 售后服務(wù)��； 參考：《南京理工大學(xué)》2017年碩士論文

【摘要】：隨著現(xiàn)代科技的高速發(fā)展以及經(jīng)濟(jì)全球化的影響,市場(chǎng)競(jìng)爭(zhēng)更加激烈復(fù)雜,企業(yè)間的競(jìng)爭(zhēng)策略也更多樣化,從單一的價(jià)格競(jìng)爭(zhēng)逐漸轉(zhuǎn)變?yōu)閮r(jià)格、售后服務(wù)、產(chǎn)品質(zhì)量以及服務(wù)質(zhì)量等的全面競(jìng)爭(zhēng)。在現(xiàn)代商品交易中,產(chǎn)品質(zhì)量和保修期變得越來(lái)越重要。產(chǎn)品質(zhì)量的高低不僅影響消費(fèi)者的購(gòu)買決策,還影響產(chǎn)品售前的生產(chǎn)成本以及產(chǎn)品售后的保修成本。對(duì)消費(fèi)者而言,未經(jīng)使用的產(chǎn)品很難直接判斷其質(zhì)量水平,所以此時(shí)保修期的長(zhǎng)短可以作為反映產(chǎn)品質(zhì)量的信號(hào)。但是保修期過短,會(huì)降低市場(chǎng)需求,保修期過長(zhǎng),又會(huì)增加保修成本。所以對(duì)于目標(biāo)是利潤(rùn)最大化的制造商和零售商來(lái)說,如何得到價(jià)格、保修期和產(chǎn)品質(zhì)量水平的均衡點(diǎn)顯得尤其重要。本文研究了不同供應(yīng)鏈結(jié)構(gòu)下,在同時(shí)考慮價(jià)格、保修期和產(chǎn)品質(zhì)量水平的基礎(chǔ)上,如何使得制造商和零售商利潤(rùn)最大化的問題。首先,在單制造商和單零售商的簡(jiǎn)單兩階段供應(yīng)鏈中,主要考慮了兩種模型,集中決策模型和制造商作為Stackelberg領(lǐng)導(dǎo)者的模型,并得到了一些結(jié)論:對(duì)消費(fèi)者來(lái)說,集中決策模型更能使之受益,并且兩個(gè)模型中決策變量?jī)r(jià)格、保修期和質(zhì)量水平成正比,另外當(dāng)消費(fèi)者的價(jià)格敏感度逐漸增大時(shí),供應(yīng)鏈成員可以通過降價(jià)來(lái)刺激消費(fèi)者的購(gòu)買意愿,并通過縮短保修期和降低質(zhì)量水平來(lái)彌補(bǔ)降價(jià)帶來(lái)的損失。其次,在雙制造商和單零售商的兩階段供應(yīng)鏈中,又分別考慮了兩制造商生產(chǎn)競(jìng)爭(zhēng)產(chǎn)品以及生產(chǎn)互補(bǔ)產(chǎn)品的情形,在這兩種情形中,都分析了三種模型,集中決策模型,以及兩制造商作為Stackelberg領(lǐng)導(dǎo)者時(shí),兩制造商合作模型和不合作模型,得到的一些結(jié)論:在生產(chǎn)競(jìng)爭(zhēng)產(chǎn)品的情形下,三個(gè)模型中產(chǎn)品價(jià)格與競(jìng)爭(zhēng)產(chǎn)品的價(jià)格、自身保修期和質(zhì)量水平成正比,而與競(jìng)爭(zhēng)產(chǎn)品保修期和質(zhì)量水平成反比,并且對(duì)于任意一個(gè)制造商來(lái)說,當(dāng)消費(fèi)者對(duì)其產(chǎn)品價(jià)格敏感度很高時(shí),兩制造商不合作能提供較長(zhǎng)保修期、較高質(zhì)量水平的產(chǎn)品,反之,兩制造商合作更能使消費(fèi)者受益;在生產(chǎn)互補(bǔ)產(chǎn)品的情形下,三個(gè)模型中產(chǎn)品價(jià)格與自身以及互補(bǔ)產(chǎn)品保修期和質(zhì)量水平成正比,而與互補(bǔ)產(chǎn)品價(jià)格成反比,并且當(dāng)消費(fèi)者對(duì)產(chǎn)品或者互補(bǔ)產(chǎn)品保修期敏感度逐漸增大時(shí),制造商可采取提高價(jià)格來(lái)保證利潤(rùn)、增長(zhǎng)保修期來(lái)吸引消費(fèi)者并提高質(zhì)量水平來(lái)節(jié)省保修成本;最后,在這兩種情形下,都是集中決策模型更能使消費(fèi)者受益。本文同時(shí)考慮價(jià)格、保修期和產(chǎn)品質(zhì)量水平在兩階段供應(yīng)鏈下的決策問題,研究背景更加符合現(xiàn)實(shí)情況,研究成果對(duì)于供應(yīng)鏈參與者如何制定更加合理化的價(jià)格策略、保修服務(wù)以及如何控制產(chǎn)品質(zhì)量具有一定的實(shí)用參考價(jià)值。
[Abstract]:With the rapid development of modern science and technology and the impact of economic globalization, the market competition is more intense and complex, and the competitive strategy among enterprises is more diversified, from a single price competition to a price, after-sales service. Overall competition in product quality and service quality. In modern commodity trading, product quality and warranty period become more and more important. The quality of the product not only affects the purchasing decision of the consumer, but also affects the production cost before sale and the warranty cost after the sale of the product. For consumers, it is difficult to judge the quality level of unused products directly, so the duration of warranty can be used as a signal to reflect the quality of products. However, too short warranty period will reduce market demand, too long warranty period, and will increase warranty costs. Therefore, for manufacturers and retailers whose goal is to maximize profits, it is particularly important to get the equilibrium points of price, warranty period and product quality level. In this paper, we study how to maximize the profit of manufacturers and retailers under different supply chain structures, taking into account the price, warranty period and product quality level at the same time. First of all, in the simple two-stage supply chain of single manufacturer and single retailer, two models, centralized decision model and manufacturer as Stackelberg leader, are considered, and some conclusions are drawn: for consumers, In both models, the price of decision variables, warranty period and quality level are proportional to each other, and when the price sensitivity of consumers increases gradually, Supply chain members can reduce prices to stimulate consumers' willingness to buy, and by shortening the warranty period and reducing the quality level to compensate for the loss of the price. Secondly, in the two-stage supply chain of double-manufacturer and single-retailer, the two manufacturers are considered to produce competitive products and complementary products respectively. In both cases, three models, centralized decision model, are analyzed. And two manufacturers as Stackelberg leader, the two manufacturers cooperation model and non-cooperation model, some conclusions: in the case of production of competitive products, the three models of product prices and the price of competing products, The warranty period is directly proportional to the quality level, but inversely proportional to the warranty period and quality level of the competing products, and for any manufacturer, when the consumer is highly sensitive to the price of their products, If the two manufacturers do not cooperate, they can provide products with a longer warranty period and a higher level of quality. Conversely, the cooperation between the two manufacturers can benefit consumers more; in the case of the production of complementary products, In the three models, the product price is directly proportional to itself and the warranty period and quality level of complementary products, but inversely proportional to the price of complementary products, and the sensitivity of consumers to the warranty period of products or complementary products increases gradually. Manufacturers can increase prices to ensure profits, extend warranty periods to attract consumers and improve quality levels to save warranty costs; finally, in both cases, centralized decision models are more beneficial to consumers. This paper also considers the decision of price, warranty period and product quality level in the two-stage supply chain, the research background is more in line with the reality, the research results for the supply chain participants how to formulate a more reasonable price strategy, Warranty service and how to control product quality have certain practical reference value.
【學(xué)位授予單位】：南京理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274

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