發(fā)布時(shí)間：2018-01-25 09:17

  本文關(guān)鍵詞： 物聯(lián)網(wǎng) 供應(yīng)鏈 云服務(wù)平臺(tái) 大數(shù)據(jù)營(yíng)銷 stackelberg博弈 微分博弈　出處：《天津大學(xué)》2016年博士論文　論文類型：學(xué)位論文

【摘要】：物聯(lián)網(wǎng)技術(shù)的迅猛發(fā)展為供應(yīng)鏈企業(yè)之間信息與資源的共享提供了便利,由于原有資源設(shè)施加載了智能終端海量數(shù)據(jù)能夠被感知,而云計(jì)算及和大數(shù)據(jù)技術(shù)的發(fā)展又使得海量數(shù)據(jù)的處理變得更加快捷。信息技術(shù)的變革勢(shì)必引起制造環(huán)節(jié)和營(yíng)銷環(huán)節(jié)的變化,這都將為企業(yè)運(yùn)營(yíng)及供應(yīng)鏈企業(yè)間的合作帶來(lái)影響。本文遵從“理性人”假設(shè),以主體利益最大化為原則來(lái)研究企業(yè)運(yùn)營(yíng)及合作的相關(guān)問(wèn)題。本文以行為經(jīng)濟(jì)學(xué)、運(yùn)營(yíng)管理、控制論、經(jīng)濟(jì)博弈論與信息經(jīng)濟(jì)學(xué)等基礎(chǔ)理論為參考,研究了物聯(lián)網(wǎng)環(huán)境下供應(yīng)鏈企業(yè)合作策略及其比較的相關(guān)問(wèn)題,采用數(shù)學(xué)建模的方法,分別針對(duì)云服務(wù)平臺(tái)參與的供應(yīng)鏈運(yùn)營(yíng)模式、考慮消費(fèi)者比價(jià)行為和品牌競(jìng)爭(zhēng)的大數(shù)據(jù)營(yíng)銷策略、兩級(jí)供應(yīng)鏈下大數(shù)據(jù)營(yíng)銷的動(dòng)態(tài)合作策略及大數(shù)據(jù)服務(wù)商參與的三級(jí)供應(yīng)鏈動(dòng)態(tài)合作策略等問(wèn)題進(jìn)行研究,以期為物聯(lián)網(wǎng)環(huán)境下企業(yè)實(shí)相關(guān)踐提供理論依據(jù)。本文主要研究?jī)?nèi)容如下:1.云服務(wù)平臺(tái)參與的供應(yīng)鏈運(yùn)營(yíng)模式(1)云服務(wù)平臺(tái)預(yù)測(cè)信息分享對(duì)制造商渠道策略影響通過(guò)構(gòu)建博弈模型來(lái)研究開(kāi)通云服務(wù)平臺(tái)渠道及云平臺(tái)預(yù)測(cè)信息分享對(duì)制造商渠道選擇的影響,首先,在傳統(tǒng)直銷渠道模式下建立了供應(yīng)鏈的決策模型,求出了制造商最優(yōu)的銷售價(jià)格、期望利潤(rùn)。然后,在增設(shè)平臺(tái)渠道的模式下,研究預(yù)測(cè)信息分享對(duì)制造商和平臺(tái)企業(yè)預(yù)期利潤(rùn)的影響,并設(shè)計(jì)了能夠使得平臺(tái)企業(yè)愿意分享預(yù)測(cè)信息的激勵(lì)機(jī)制,使得制造商和平臺(tái)企業(yè)的期望利潤(rùn)均大于不分享的情況。再次,對(duì)比了傳統(tǒng)直銷模式和增設(shè)平臺(tái)渠道并進(jìn)行預(yù)測(cè)信息分享的模式下,制造商期望利潤(rùn)的變化情況,給出了最優(yōu)渠道策略。(2)考慮服務(wù)成本的云平臺(tái)與制造商合作策略比較研究將服務(wù)水平為外生變量的情形擴(kuò)展到考慮服務(wù)成本的情形,即制造商和云平臺(tái)提供制定化服務(wù),其服務(wù)水平為內(nèi)生變量的情形。考慮由單個(gè)制造商和云服務(wù)平臺(tái)組成供應(yīng)鏈系統(tǒng),制造商作為博弈關(guān)系的主導(dǎo)者同時(shí)決策自身的服務(wù)水平和銷售價(jià)格,云服務(wù)平臺(tái)作為博弈關(guān)系的跟隨者決策自身的服務(wù)水平和平臺(tái)渠道的銷售價(jià)格。通過(guò)比較了三種不同情形的運(yùn)營(yíng)模式,并采用討價(jià)還價(jià)模型設(shè)計(jì)了云服務(wù)平臺(tái)和制造商進(jìn)行利益分享的協(xié)調(diào)方式。2.考慮消費(fèi)者比價(jià)行為和品牌競(jìng)爭(zhēng)的大數(shù)據(jù)營(yíng)銷策略針對(duì)大數(shù)據(jù)時(shí)代的特定背景,研究市場(chǎng)上存在兩個(gè)生產(chǎn)同類產(chǎn)品的品牌制造商競(jìng)爭(zhēng)的情形,即原始制造商和新興制造商在產(chǎn)品市場(chǎng)進(jìn)行競(jìng)爭(zhēng)的情形。兩者通過(guò)定價(jià)策略及營(yíng)銷策略競(jìng)爭(zhēng),獲取市場(chǎng)份額。在考慮消費(fèi)者比價(jià)行為的基礎(chǔ)上,針對(duì)不同市場(chǎng)劃分類型,文章分別分析了三種競(jìng)爭(zhēng)模式:原始品牌制造商與新興品牌制造商均采用傳統(tǒng)營(yíng)銷策略;原始品牌制造商采用大數(shù)據(jù)營(yíng)銷模式,而新興品牌制造商采用傳統(tǒng)營(yíng)銷策略;原始品牌制造商與新興品牌制造商均采用大數(shù)據(jù)營(yíng)銷策略。3.供應(yīng)鏈長(zhǎng)期動(dòng)態(tài)大數(shù)據(jù)營(yíng)銷合作策略(1)兩級(jí)供應(yīng)鏈大數(shù)據(jù)營(yíng)銷的動(dòng)態(tài)合作策略研究物聯(lián)網(wǎng)環(huán)境下,考慮大數(shù)據(jù)營(yíng)銷的跨期性,并結(jié)合消費(fèi)者類型的劃分,將大數(shù)據(jù)營(yíng)銷問(wèn)題擴(kuò)展到長(zhǎng)期動(dòng)態(tài)的情形下,并基于動(dòng)態(tài)微分博弈理論建立了兩級(jí)供應(yīng)鏈營(yíng)銷合作策略模型。分別求得兩種模式下達(dá)到均衡狀態(tài)的質(zhì)量努力水平、營(yíng)銷努力水平及消費(fèi)者轉(zhuǎn)化率,進(jìn)而針對(duì)不同模式進(jìn)行比較。在此基礎(chǔ)上討論了參數(shù)變化對(duì)供應(yīng)鏈系統(tǒng)利潤(rùn)的影響,并運(yùn)用算例分析來(lái)驗(yàn)證了模型的有效性和可信性,以期為供應(yīng)鏈上下游合作的大數(shù)據(jù)營(yíng)銷策略提供理論支持。(2)大數(shù)據(jù)服務(wù)商參與的三級(jí)供應(yīng)鏈動(dòng)態(tài)合作策略及其比較針對(duì)大數(shù)據(jù)時(shí)代的特定背景,構(gòu)建了大數(shù)據(jù)服務(wù)商參與的三級(jí)供應(yīng)鏈營(yíng)銷動(dòng)態(tài)優(yōu)化模型。基于動(dòng)態(tài)微分博弈理論,建立了合作契約、零售商支付契約及聯(lián)合支付契約模式下的策略模型。分別求得三種模式下達(dá)到均衡狀態(tài)的質(zhì)量投入、營(yíng)銷投入、消費(fèi)者轉(zhuǎn)化率及聯(lián)合支付契約下分?jǐn)偙壤?并針對(duì)三種模式進(jìn)行比較。結(jié)果表明,合作契約下制造商的質(zhì)量投入和大數(shù)據(jù)服務(wù)商的營(yíng)銷投入水平最高,而且當(dāng)滿足一定條件時(shí),合作契約下供應(yīng)鏈系統(tǒng)總利潤(rùn)高于零售商支付契約及聯(lián)合支付契約,并將合作契約拓展到零售商銷售成本為變量的情況進(jìn)行討論。
[Abstract]:The rapid development of Internet technology has provided convenience for the sharing of information and resources between supply chain enterprises, the original resource facilities loaded with intelligent terminal data can be sensed, and the development of cloud computing and big data technology and the processing of massive data becomes more efficient. The change of information technology will inevitably lead to changes in link and marketing part of the manufacturing, it will for the enterprise operation and supply chain cooperation between enterprises. The impact of this paper to comply with the hypothesis of "rational man" related issues, to maximize the interests of the subject is to study the principle of enterprise operation and cooperation. Based on behavioral economics, management, control theory, economic game theory and information economics foundation the theory of reference, issues related to supply chain enterprise cooperation strategy and comparative study of the networking environment, using the method of mathematical modeling, respectively for the cloud service Wu Ping The operation mode of supply chain in Taiwan, big data marketing strategy considering consumer behavior and brand price competition, dynamic research cooperation strategy of big data marketing and big data service providers in two level supply chain in three echelon supply chain dynamic cooperation strategy and other issues, in order to provide theoretical basis for enterprise networking environment the relevant practice. The main contents of this paper are as follows: the mode of supply chain operation of the 1. cloud services platform in the cloud service platform (1) to predict manufacturer channel strategy by constructing a game model to study the effect of the opening of cloud service platform and information sharing platform cloud channel prediction effect of manufacturer channel selection first, information sharing in traditional channel mode the decision model of supply chain is established, the manufacturer's optimal selling price, expected profit. Then, in an additional channel platform model, prediction Information sharing profit impact on manufacturers and platform for enterprises, and the design of the incentive mechanism can make the platform enterprises willing to share forecast information, make manufacturers and platform were greater than the expected profits of enterprises do not share. Once again, the comparison of the traditional direct sales model and additional channel platform and forecast information sharing mode, change the manufacturer's expected profit, gives the optimal channel strategy. (2) a comparative study of the service level is exogenous variables is extended to include the cost of service with the cloud platform and the manufacturer cooperation strategy service cost, which manufacturers and cloud platforms provide the service, the service level as endogenous variables by considering. A single manufacturer and cloud service platform of supply chain system, as the leading manufacturer of game relationship and decision of their level of service and sales price Grid, cloud services platform as follow the game relationship between decision makers, their level of service platform and channel sales price. By comparing the three different conditions of operation mode, and design a cloud service platform and manufacturers coordinated benefit sharing.2. consider consumer behavior and brand competition by price bargaining model of big data marketing strategies for the specific background of the era of big data, there are two competitive production of similar products on the market situation of brand manufacturers, namely original manufacturers and emerging manufacturers compete in the product market. The pricing strategy and marketing strategy of competition for market share. Considering the consumer price behavior, according to the different market types, the article analyzes the three competitive mode: original brand manufacturers and emerging brand manufacturers are using the traditional Marketing strategy; original brand manufacturer with large data marketing mode, while emerging brand manufacturers using traditional marketing strategies; original brand manufacturers and emerging brands manufacturers are using a large data marketing strategy of.3. supply chain long-term dynamic data marketing cooperation strategy (1) of the dynamic network environment cooperation strategy of two level supply chain of large data marketing. Considering the intertemporal nature of big data marketing, combined with the division of the types of consumers, the marketing problems of big data extended to long-term dynamic situations, and dynamic differential game theory based on two level supply chain marketing strategy cooperation model. Two modes are obtained by the quality level to the equilibrium state, and the level of marketing efforts the consumer conversion rate, according to the different models are compared and discussed. Based on the influence of parameter variation on the profits of supply chain system, and the use of The numerical example to verify the validity of the model and credibility, in order to provide theoretical support for the big data marketing strategy of upstream and downstream supply chain. (2) the three level supply chain dynamic cooperation strategy of big data service providers to participate in the comparison and specific background of the era of big data, the construction of large data service providers to participate in the three level supply chain marketing model. The dynamic dynamic optimization based on differential game theory, establish a cooperative strategy model of contract, retailers pay contract and joint payment contract mode. The three modes are obtained by the quality equilibrium investment, marketing investment, consumer conversion and joint payment under the contract proportion, and according to the three models were compared. The results show that the quality of investment cooperation under the contract manufacturers and large data services marketing investment level is the highest, but when they meet certain conditions, cooperation contract The total profit of supply chain system is higher than that of retailer's payment contract and joint payment contract, and the cooperation contract is extended to the case of retailer's selling cost as variable.

【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2016
【分類號(hào)】：F274

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