本文選題：雙渠道 + 能力決策�。� 參考：《燕山大學(xué)》2013年碩士論文

【摘要】：本文研究的主要目的是論證隨機(jī)需求下雙渠道供應(yīng)鏈中制造商和零售商的最優(yōu)產(chǎn)能和最優(yōu)訂購量問題。這里的雙渠道供應(yīng)鏈?zhǔn)侵赴粋�電子直銷渠道和一個傳統(tǒng)零售渠道在內(nèi)的兩個營銷渠道的二級供應(yīng)鏈，制造商通過兩個渠道銷售產(chǎn)品，處于傳統(tǒng)渠道的零售商從制造商處訂貨向客戶銷售。本文針對雙渠道供應(yīng)鏈的特點(diǎn)運(yùn)用博弈論，經(jīng)濟(jì)學(xué)的相關(guān)理論并采用文獻(xiàn)分析法、圖表分析法以及定性與定量分析相結(jié)合等方法對雙渠道供應(yīng)鏈的能力決策進(jìn)行了研究。 本文首先對單階段銷售周期的雙渠道供應(yīng)鏈產(chǎn)能充足下的能力決策模型進(jìn)行了分析，以隨機(jī)需求下的報童問題為基礎(chǔ)建模，以零售商在銷售周期開始之前是否提前訂貨為依據(jù)分別分析了產(chǎn)能充足時制造商和零售商合作使供應(yīng)鏈整體利潤最大化下以及二者非合作Stackelberg博弈各自追求利潤最大化下的最優(yōu)產(chǎn)能和最優(yōu)訂購量，這一部分是本文模型的基礎(chǔ)；其次，文章以產(chǎn)能充足時的模型為基礎(chǔ)，，對產(chǎn)能受限時合作模式和非合作模式下的制造商和零售商的最優(yōu)決策進(jìn)行了深入探討；再次，本文針對隨機(jī)需求下銷售周期前是否提前訂貨的不確定性大以及單階段銷售周期下產(chǎn)能預(yù)期不準(zhǔn)這兩個問題，研究了將銷售周期分成多個階段來計算更精確的最優(yōu)產(chǎn)能和最優(yōu)訂購量的方法；最后，文章結(jié)合我國家電企業(yè)雙渠道銷售模式的特點(diǎn)以及存在的問題，以海爾為例提出了針對兩個渠道下的最優(yōu)產(chǎn)能決策的創(chuàng)造性建議和管理雙渠道營銷模式的新思路。
[Abstract]:The main purpose of this paper is to prove the optimal capacity and order quantity of manufacturer and retailer in the supply chain of double channel under stochastic demand. The two-channel supply chain here refers to a two-tier supply chain with two marketing channels, including an electronic direct marketing channel and a traditional retail channel, through which manufacturers sell their products. Retailers in traditional channels place orders from manufacturers to sell to customers. According to the characteristics of double-channel supply chain, this paper uses game theory, economics theory, literature analysis, chart analysis and qualitative and quantitative analysis to study the ability decision-making of double-channel supply chain. In this paper, the capability decision model of two-channel supply chain with sufficient capacity in single-stage sales cycle is analyzed firstly, and the model is based on the newsboy problem under random demand. Based on whether the retailer orders in advance before the beginning of the sales cycle, this paper analyzes whether the manufacturer and the retailer cooperate to maximize the overall profit of the supply chain when the production capacity is sufficient, and the two non-cooperative Stackelberg games seek the most profit respectively. Optimal production capacity and optimal order quantity under Dahua, This part is the basis of this model. Secondly, based on the model of sufficient capacity, this paper discusses the optimal decision of manufacturers and retailers under limited capacity and non-cooperative mode. Thirdly, In this paper, we aim at the uncertainty of whether or not to place an order ahead of the sales cycle under random demand and the uncertainty of the expected production capacity under the one-stage sales cycle. This paper studies the method of dividing the sales cycle into several stages to calculate the more accurate optimal production capacity and the optimal order quantity. Finally, the article combines the characteristics and the existing problems of the double-channel sales model of the household appliance enterprises in our country. Taking Haier as an example, this paper puts forward creative suggestions for optimal production capacity decision under two channels and a new idea of managing double channel marketing mode.
【學(xué)位授予單位】：燕山大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.6

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 王虹;周晶;孫玉玲;;雙渠道供應(yīng)鏈的庫存與定價策略研究[J];工業(yè)工程;2011年04期

2 丁松;但斌;;隨機(jī)需求下考慮零售商風(fēng)險偏好的生鮮農(nóng)產(chǎn)品最優(yōu)訂貨策略[J];管理學(xué)報;2012年09期

3 徐賢浩;聶思s

本文編號：1859880