【作者】 田媛；

【导师】 计国君；

【作者基本信息】 厦门大学 ， 技术经济及管理， 2007， 硕士

【摘要】 产品价值递送系统是实现产品价值的最为重要的环节,它包括整个的产品供应链系统以及产品的全部销售网络。产品价值递送系统的运作目标是将递送到客户手中的产品价值最大化,同时实现系统中成员企业因参与产品价值创造而实现的利润。产品的价值递送系统根据其各自的功能不同可以分为两大部分:产品供应链系统和产品的市场营销系统。因此在进行系统研究的时候,必须综合考虑对供应链系统的策略选择与市场营销策略实施效果对产品及品牌价值的影响。随着技术进步与消费者需求的即时性要求,基于时间的竞争已经成为企业竞争的主要战略之一,其核心含义是压缩产品制造和配送环节每个阶段的时间,即压缩产品计划、开发、制造、营销和运输等时间。企业以顾客响应和快速的新产品市场引入为战略目标,同时要拥有具竞争性的质量和成本。因此,在产品生命周期越来越短、市场需求预测越来越困难的今天,考虑基于时间的竞争,缩短系统运作时间,探讨基于时间竞争的产品价值递送系统对实际有重要意义。基于时间竞争的产品价值递送系统研究是指在考虑产品时间因素的情况下,考察产品生命周期对产品需求量以及产品价格的影响,包括对系统中的产品流、库存以及成本进行控制,以使系统最终向客户递送的产品价值最大化。鉴于此,本文将通过市场营销学中的相关预测模型预测产品在不同时刻的需求量及价格,并据此计算出价值递送系统中的产品价值流的大小,以此来衡量产品间基于时间竞争所获优势的标准。本文共分为五章。在第一章中,主要介绍了基本概念,诸如产品价值递送系统、基于时间竞争等概念。在第二章中,分析探讨了产品价值递送系统运作的必要条件、组成部分及产品价值递送系统各个环节对产品价值形成及增值的作用。在第三章中,进一步阐述了基于时间竞争的产品价值递送系统的运作框架及分类,并对产品供应链系统和产品营销系统分别进行了基于时间竞争的策略比较与选择,最后分析了产品价值递送系统中控制的机理。在第四章中,建立了产品价值递送的多目标非线性混和整数规划模型,并结合服装行业案例进行了计算与分析,由此评价产品价值递送系统策略的实施效果,并检验了所建立的理论模型。更多还原

【Abstract】 Value delivery system of a product is one of the most important process to realize the value of the product, which includes the whole supply chain system and the marketing network of the product. The operational aim of value delivery system is to maximize the products’ value,which will be delivered to the end customer and realize the profit of member companies participating in value creation at the same time. Value delivery system can be divided into two parts since every part has its own different function: one is the supply chain system, the other is the marketing system, which will be discussed separately later. However, we must consider the influence on product or band value both from the strategy choice in supply chain system and from the implement effect of marketing policy integratedly.The essence of time-based competition involves compressing time in every phase of the product creation and delivery cycle, which becomes one of the most important strategies for enterprises nowadays. Enterprises take quick response to the demands of customers and rapid introduction of new products as the main strategic target and possess competitive cost and products’ quality at the same time, so they have to reduce the process time of product planning, developing, producing, sailing and transporting. With product life cycle becoming shorter and shorter and demand forecast becoming harder, time-based competition between enterprises is very necessary.Research on value delivery system in time-based competition is to control the product stream, stock and cost to maximize the value that delivered from the system to customers, considering the influence of product life cycle on the product demand and price simultaneously. It is because that product’s demand and price are always the main factors to prove whether a product possess advantages in competition or not. And in time-based competition, these factors are also sensitive to time, each of which change dramatically in different process of life cycle of product. So, in this paper, we will forecast the product’s demand and price at some moment by using forecasting model in marketing and the results will be involved to compute how much the product value is in the value delivery system, which is the criterion to consider the advantage that of a company, even the value delivery system achieved after time-based competition.This paper has five chapters. In Chapter One, I introduce the concepts of value delivery system of products and time-based competition. In Chapter Two, I firstly analyze the necessary conditions and the components of the operation of product’s value delivery system; Secondly, I study on the every tache in value delivery system to make clear that the function of each tache in product’s value creation and addition. In Chapter Three, I firstly discuss the operational frame and classification of product’s value delivery in time-based competition. Secondly, I analyze the tactics of time-based competition in supply chain system and the marketing system, both of which compose the whole value delivery system. Thirdly, I analyze the factors that must be controlled in value delivery system. In Chapter Four, I set up a multi-objective optimization model, which is a mixed-integer nonlinear programming problem. There are two objects, one is to maximize the value stream that in the value delivery system, the other is to minimize the operational time of the whole system. Finally, I take apparel industry as an case to appraise the effect of the tactics that implemented in the system.更多还原