【作者】 石晶；

【导师】 肖条军；

【作者基本信息】 南京大学 ， 物流工程， 2012， 硕士

【摘要】 随着市场上产品的丰富以及人们生活水平的提高,消费者越来越追求个性化的产品,需求变得更加难以预测,这导致一些供应链从备货型模式转向按单定制模式。按单定制供应链是指供应链根据消费者个性化需求提供产品。除了价格之外,提前期也成为影响需求的一个重要因素。不同的消费者对提前期的敏感度不同,提前期差异化和区别定价成为企业提高客户满意度最终提高需求的竞争战略。同时,随着大型零售商的不断崛起,制造商占主导地位的局面被大型零售商打破,市场力(指讨价还价能力)从制造商方转移到零售商方,研究市场力转移对于供应链成员决策的影响具有重要战略意义。第二章研究了由一个按单制造商和一个零售商组成的供应链,消费者通过零售商在制造商处定制产品,其中制造商在供应链中占主导地位。需求对价格和提前期敏感,制造商对于同一种产品提供两种不同的提前期,一种是正常的提前期,另一种是加快的提前期。分别建立了提前期外生和提前期内生两种情况下的制造商斯坦伯格博弈模型(MS模型)。并利用数字化例子进行分析,得到了一些管理暗示,如当市场规模增大时,快的产品的提前期比价格在吸引顾客方面更具有决定作用。也得到了一些反直觉的结论,如快的产品的均衡提前期是市场规模的减函数。第三章建立了零售商的斯坦伯格博弈模型,也即零售商在供应链中占主导地位,研究市场力的转移对于提前期差异化决策的影响,发现：制造商的提前期差异化决策与市场环境和制造商在供应链中所处的地位同时相关。第四章讨论了一个按单定制婚纱礼服公司的供应链,对供应链存在的问题进行分析,并提出了建立供应链管理信息系统的建议。第五章总结了本文的主要内容与结论,并提出了几个未来可能的研究方向。更多还原

【Abstract】 With the abundance of products in market as well as the improvement of living standards, consumers are increasingly seeking personalized products, thus it is difficult to predict demand. Some manufacturers are changing their production mode from make-to-stock (MTS) to make-to-order (MTO). Make-to-order supply chain provides products according to consumers’ personalized requires. Besides price, quoted lead-time is also an important factor that affects the market demand. Different consumers have different lead-time sensitivities. An effective way to satisfy different consumers and to enhance demand is through lead-time differentiation and segment pricing. At the same time, some giant retailers are emerging. Market power is shifting from the manufacturer to the retailer. It’s important to investigate the influence of market power shifting.In Chapter2, a supply chain consisting of one make-to-order (MTO) manufacturer and one retailer in a price and lead-time sensitive market is investigated. Consumers order personalized products through the retailer. The manufacturer provides two different lead-time standards for the same product. One is the regular lead-time, and the other is the fast lead-time. The author develops a manufacturer-Stackelberg (MS) model with exogenous lead-time standard and a MS model with endogenous lead-time standard. Through numerical examples, the author finds that when the market scale increases, lead time of the faster product plays a more decisive role in attracting consumers than price. And find some counterintuitive results such as:lead time of the faster product decreases with the market scale. In Chapter3, the author develops a retailer-Stackelberg (RS) model to examine the effect of market power on equilibrium outcome. And find that:the differentiation strategy depends simultaneously on the market environment and the position of the manufacturer in the supply chain.In Chapter4, a make-to-order supply chain that provides personalized wedding dress&evening dress is analyzed. The author thinks it’s better to build a supply chain management information system for further development.Chapter5concludes with a summary and directions for future research.更多还原