【作者】 张扬；

【导师】 王晓锋；

【作者基本信息】 东华大学 ， 管理科学与工程， 2014， 硕士

【摘要】 礼品类食品市场需求个性化和多样化日益突出。消费者的个性化需求已经不满足于口味和包装的个性化,而是追求食品形状、外观更具个性化和艺术性。传统模具成型和手工成型无法实现低成本、大批量、快速的定制生产,3D成型技术的出现使成型定制成为可能。在制造商主导的成型定制模式下,制造商更关注定制产品的渠道决策和定制供应链多级库存控制,通过对渠道的合理决策和库存的有效控制使制造商利润达到最优。本文重点研究以下两个问题：第一,成型定制产品的渠道决策问题。成型定制产品需要消费者对产品进行一系列个性化的定义和说明,然后制造商根据定制需求进行生产配送。首先,从消费者的角度分析,部分消费者喜欢通过网络渠道自行完成定制,也有消费者喜欢在实体店面对面描述定制需求。其次,从渠道服务的角度分析,一方面制造商更希望直接接触消费者以便准确获得消费者定制需求,保证稳定精确的服务质量。另一方面,终端实体渠道通过指导消费者定制使消费者更容易购买和接纳成型定制产品。因此,如何从消费者渠道偏好因素和渠道服务成本系数两方面建立模型进行渠道决策研究是本文重点研究的问题之一。第二,引入成型定制后多级库存控制问题。引入成型定制后供应链库存控制更加复杂：首先,由于成型定制产品与标准产品之间的可替代性,使标准产品需求发生变化;且随着定制产品生命周期的变动,产品价格和消费者效用都会发生变化,进而影响标准产品和定制产品的需求,增加库存控制的复杂性。其次,引入定制后由制造商半成品库存、制造商标准产品库存和零售商标准产品库存构成的多级库存模型更加复杂。因此,如何有效控制成型定制供应链的库存也是本文亟需解决的问题。针对上述问题,本文采用消费者服务偏好理论,建立零售商实体单渠道模式、制造商网络单渠道模式和双渠道模式三种模式下的服务竞争模型。其次,基于消费者效用理论,建立多级库存决策仿真模型,为企业实施成型定制的渠道决策和库存控制提供理论支撑,得出的结论具有较强的实践指导意义。通过以上的分析和建模过程,本文主要得到以下结论：(1)成型定制产品制造商渠道决策与传统渠道的服务成本系数相关。本文给出不同参数范围下的制造商渠道决策结论。当实体渠道的服务成本系数较低时,制造商不会选择双渠道模式,更适合采用单渠道模式,避免渠道竞争能够使制造商和供应链整体获得更大的利润。当实体渠道的服务成本系数较高时,制造商更适合采用双渠道模式或制造商网络单渠道模式,制造商网络单渠道与双渠道相比,虽然网络渠道服务水平提高,部分消费者需求无法满足,零售商利润受损,但制造商通过渠道控制可以获得更高利润。(2)提出基于仿真方法的零售实体单渠道模式、制造商网络单渠道模式和双渠道模式下多级库存决策方法。通过建立多级库存仿真模型,充分考虑需求随机性、缺货因素以及订货和配送随机性对库存控制的影响,能够有效的对引入成型定制的供应链进行库存控制。(3)实现多级库存控制仿真模型的应用。以巧克力行业为背景,分析成型定制对传统巧克力供应链运作的影响并给出多级库存仿真模型的实施和应用流程,验证EXTEND多级库存决策模型的有效性和可用性。通过算例仿真得出,制造商主导成型定制的模式下,供应链整体利润和制造商的利润均有较大提高,但零售商利润会随着定制程度的提高而降低,因此需要考虑制造商和零售商的协作策略。更多还原

【Abstract】 Demands of gift products become increasingly individual and diversify. Personalized needs of consumers are not satisfied with the taste and packaging, but the customized shape of the food. Traditional molding technology and the manual molding cannot achieve low cost, mass production and rapid customization, so the emergence of3D printing technology made it possible to mass customization. Due to shaping customization products do not have the characteristics of modular, so different from mass customization. Under manufacturer-dominate the shaping customization mode, manufacturers pay more attention to customize product channel decisions and customize multi-echelon inventory control of supply chain, through reasonable decision of the channels and the effective control of inventory make manufacturers to achieve the optimal profit.In this paper, we focus on two questions:First, the customization product channel decision. Custom shaping products require consumers to give the definition and specification of personalized products, then the manufacturers produced and distributed according to the custom demands. First of all, from the perspective of the consumer, some consumers like through the network channels to complete the customization, also some like across the traditional store give description of customization demand. Secondly, on the basis of analysis from the channel service, on the one hand, manufacturers would prefer to have direct contact with consumers in order to accurately obtain custom demand, ensure the quality of stable and accurate service. Traditional channel, on the other hand, by guiding the consumer customization make it easier for consumers to purchase and accept customized product. Therefore, how to make a decision according to the consumer channel preference and channel service cost is one of the key research issues in this paper.Second, multi-echelon inventory controls. After the introduction of shaping customized product, supply chain inventory control is more complicated:first of all, because the replacement between customized products and standard products, make the standard product demand change; With the change of product life cycle, product prices and consumer utility will change, these will affect the demand of the standard products and customized products, increase the complexity of inventory control. Secondly, the introduction of customized product, multi-echelon inventory model is contained semi-finished products inventory, manufacturers and retailers’ standard product inventory. Therefore, how to effectively control customization supply chain inventory is also this article purpose.In order to solve the above problems, this paper uses the consumer service preference theory; establish service competition model of a retailer single channel model, the manufacturer single channel and dual channel mode. Secondly, based on the consumer utility theory; establishes the multi-echelon inventory decision-making simulation model, for the enterprise to implement channel decisions and inventory control, provides the theoretical support, the conclusion has strong practical guiding significance.Through the above analysis and modeling process, this paper gets the following conclusion:(1) Manufacturer of shaping customized products makes channel decisions associated with the service cost of traditional channels. Only when the traditional retail channel service cost is high, manufacturers will create online channels. And when manufacture create online channel, manufacturers whether create double channel is based on the increase of cost and demand caused by service competition.(2) Produce a multi-echelon inventory control model by simulation software and build a retailer single channel model, the manufacturer single channel and dual channel inventory simulation model. Give full consideration of demand randomness, the shortage of products and the influence of order and delivery leader time on the inventory control, effectively control of the shaping customized supply chain inventory control.(3) The application of multi-stage inventory control simulation model. With chocolate industry as the background, analysis the effect of shaping customized product on traditional chocolate supply chain and provide the process of the application of the simulation model, to verify the validity and availability of EXTEND multi-echelon inventory decision model. Through the simulation example, the whole supply chain profit and manufacturer’s profits have improved, but the retailer profits will decreased, so there is a need to consider the cooperation strategy of manufacturers and retailers.更多还原