本文關(guān)鍵詞： 供應(yīng)鏈管理 廣告水平 需求擾動 成本擾動 博弈論　出處：《華中科技大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：全球經(jīng)濟一體化下,隨著產(chǎn)品供應(yīng)瞬時性和個性多元化需求,快速響應(yīng)的供應(yīng)鏈競爭已逐步取代傳統(tǒng)的企業(yè)競爭模式。面對瞬息萬變的市場環(huán)境,供應(yīng)鏈的一體化、穩(wěn)定性和及時響應(yīng)性成了企業(yè)的核心競爭優(yōu)勢。而市場環(huán)境的不確定性,極大的挑戰(zhàn)了供應(yīng)鏈的穩(wěn)定性,這使得供應(yīng)鏈擾動管理成為研究熱點。目前,供應(yīng)鏈擾動管理的研究多集中于單一擾動因素,本文在該基礎(chǔ)上進(jìn)行補充拓展:將廣告因素引入供應(yīng)鏈擾動管理,并將單一擾動因素擴展到市場需求擾動和生產(chǎn)成本擾動。在集中式與分散兩種供應(yīng)鏈決策模式下,以傳統(tǒng)兩級供應(yīng)鏈為研究對象,考慮了依賴廣告水平與銷售價格的需求函數(shù),研究了需求與成本擾動后,供應(yīng)鏈系統(tǒng)應(yīng)如何調(diào)整初始生產(chǎn)計劃,以使供應(yīng)鏈利潤重新達(dá)到最優(yōu),并比較分析初始生產(chǎn)計劃的穩(wěn)健性與抗擾動性。同時,刻畫了不同擾動區(qū)間下,供應(yīng)鏈的最優(yōu)廣告水平與生產(chǎn)數(shù)量的調(diào)整策略。最后,在集中式供應(yīng)鏈和分散式供應(yīng)鏈中,分別計算擾動信息價值,分析供應(yīng)鏈成員應(yīng)對供應(yīng)鏈擾動的最佳策略。研究表明,當(dāng)市場需求與生產(chǎn)成本同時發(fā)生擾動時,在集中式與分散式兩種供應(yīng)決策模式下,初始最優(yōu)生產(chǎn)計劃仍具有一定的穩(wěn)健性,且兩者具有相同的擾動穩(wěn)健區(qū)間。但與分散式供應(yīng)鏈相比,集中式供應(yīng)鏈通過更低的銷售價格以及更高的廣告投入獲得更高的市場需求和總供應(yīng)鏈利潤。另外,不同的供應(yīng)鏈決策模式具有不同的擾動信息價值,需視具體情況進(jìn)行擾動應(yīng)對。
[Abstract]:With the global economic integration, with the instantaneous product supply and diversified demand, the rapid response of supply chain competition has gradually replaced the traditional enterprise competition model, facing the rapidly changing market environment. The integration, stability and timely response of the supply chain have become the core competitive advantage of the enterprise, while the uncertainty of the market environment has greatly challenged the stability of the supply chain. This makes the supply chain disturbance management become a research hotspot. At present, the supply chain disturbance management research focuses on a single disturbance factor, this paper makes a supplementary expansion on this basis: introducing advertising factors into supply chain disturbance management. The single disturbance factor is extended to the disturbance of market demand and production cost. Under the two modes of centralized and decentralized supply chain decision, the traditional two-level supply chain is taken as the research object. Considering the demand function which depends on the advertising level and the sales price, this paper studies how the supply chain system adjusts the initial production plan after the disturbance of demand and cost, in order to make the supply chain profit reach the optimum again. The robustness and anti-disturbance of the initial production plan are compared and analyzed. At the same time, the optimal advertising level and production quantity adjustment strategy of the supply chain under different disturbance intervals are described. Finally. In the centralized supply chain and the decentralized supply chain, the disturbance information value is calculated, and the optimal strategy for the supply chain members to deal with the supply chain disturbance is analyzed. The research shows that when the market demand and production cost are disturbed at the same time. In both centralized and decentralized supply decision modes, the initial optimal production planning still has some robustness, and both have the same disturbance robust interval, but compared with decentralized supply chain. The centralized supply chain obtains higher market demand and total supply chain profit through lower sales price and higher advertising input. In addition, different supply chain decision models have different disturbance information value. It is necessary to deal with the disturbance according to the specific situation.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F713.8;F274

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本文編號：1463621