【作者】 张斌；

【导师】 汪峻萍；

【作者基本信息】 合肥工业大学 ， 运筹学与控制论， 2015， 硕士

【摘要】 随着经济全球化的浪潮,传统企业之间的竞争模式已经转换成供应链与供应链之间的竞争模式,因此,在现实生活中,供应链中制造商和零售商为了提高供应链的整体绩效,必须付出各自的努力,其中,产品质量和产品营销就成为制造商与零售商努力的方向。产品质量的好坏会影响该产品的信誉及市场对该产品的需求,产品运作营销会考虑产品广告的投入来扩大产品的知名度,刺激潜在消费者的购买欲望。从而,综合考虑运作营销与质量控制对供应链影响显得格外重要。首先,本文以单制造商两零售商所组成的供应链系统为研究对象,考虑了随机需求下带有质量控制的供应链协调问题,分析了制造商的质量控制努力及两个竞争零售商的质量检验努力对每个零售商需求的影响,分别给出了分散决策和集中决策下制造商的最优质量控制努力水平,两个竞争零售商的最优质量检验努力水平及销售期初的最优订购量,利用风险规避协调契约使供应链达到协调,并通过数值算例对模型进行仿真计算。其次,文中研究了由一个产出随机的制造商和一个需求依赖广告投入的零售商组成的闭环供应链系统,分别建立了供应链在集中决策与分散决策下期望利润函数模型,分析了两种决策下制造商新产品的最优生产和零售商的最优广告投入策略,设计了一个收益共享成本共担契约使供应链达到完美协调,并通过数值算例对模型进行仿真计算与分析。最后,研究了需求受零售商销售价格和广告投入以及制造商质量控制影响的供应链协调问题,分析了零售商的广告投入以及制造商的质量控制对市场需求的影响,分别给出了集中决策和分散决策下零售商的最优销售价格、最优订购量和最优广告投入努力水平以及制造商的最优质量控制努力水平和最优批发价格,利用了特许经营契约来使供应链达到完美协调,并通过数值算例对模型进行仿真计算与分析。更多还原

【Abstract】 With the tide of economic globalization, the traditional competition mode among enterprises has been transformed into chain-to-chain competition mode. Therefore, in reality, the supply chain manufacturers and retailers, in order to improve the whole performance of the supply chain, have to pay their own efforts. Among them, the product quality and product marketing has become the direction of the efforts of manufacturers and retailers. Product quality can affect the product’s reputation and the market demand, product marketing operation will consider investment in product advertising to expand the visibility of the product, the potential to stimulate consumer desire to buy. Thus, considering the operation of the marketing and quality control effect on supply chain is particularly important.Firstly, this paper explores quality control problem by considering the stochastic demand situation where a manufacturer sells its product through two competing retailers. The effect of manufacturer’s quality control efforts and two competing retailers’ quality inspection efforts on each retailer demand is analyzed. The optimal quality control efforts of the manufacturer, the optimal quality inspection efforts of two competing retailers and the optimal order quantity of each retailer are given under decentralized decision and centralized decision system, respectively. The risk aversion coordination contract is proposed to achieve coordination of supply chain. Finally, the numerical example is presented to illustrate the model.Secondly, this paper studies a closed-loop supply chain system consisting of one manufacturer with random yield and one retailer with demand relying on advertising investment. The models of expected profit of supply chain system are established under the centralized decision and decentralized decision, respectively. The optimal new products yield of the manufacturer and the optimal advertising investment of the retailer are given under decentralized decision and centralized decision system. The revenue sharing and cost partaking contract is proposed to achieve perfect coordination of supply chain. Finally, the numerical example is presented to illustrate the model.At last, this paper studies supply chain coordination problem of the demand depending on the retailer’s selling price, advertising and the manufacturer’s quality control, The effect of retailer’s advertising and manufacturer’s quality control on the market demand is analyzed. The optimal sales price of the retailer, the optimal quantity of the retailer, the optimal advertising effort level of the retailer, the optimal quality control effort level of the manufacturer and the optimal wholesale price of the manufacturer are given under decentralized decision and centralized decision system, respectively. The franchise contract is proposed to achieve perfect coordination of supply chain. Finally, the numerical example is presented to illustrate the model.更多还原