發(fā)布時間：2018-03-12 13:19

  本文選題：易逝品　切入點：銷售努力　出處：《首都經(jīng)濟(jì)貿(mào)易大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：受經(jīng)濟(jì)的全球化、產(chǎn)品的多樣化、信息科技技術(shù)的迅速發(fā)展以及消費者的需求向個性化、多樣化和及時化方向轉(zhuǎn)變的影響,使得企業(yè)之間對產(chǎn)品市場份額的競爭愈演愈烈,細(xì)究當(dāng)前的商品市場,由于科學(xué)技術(shù)的進(jìn)步以及以買方為主導(dǎo)的市場特征日漸明顯,導(dǎo)致當(dāng)下產(chǎn)品市場上的易逝品類產(chǎn)品越來越普遍。因此,將易逝品類產(chǎn)品作為一類專門的研究對象,從供應(yīng)鏈的協(xié)調(diào)合作角度出發(fā),建立有效于易逝品供應(yīng)鏈的協(xié)調(diào)機(jī)制,這對于優(yōu)化易逝品的產(chǎn)銷計劃,提高系統(tǒng)的整體利潤,實現(xiàn)供應(yīng)鏈上的多方共贏,具有十分重要的理論指導(dǎo)意義和實踐價值作用。 供應(yīng)鏈中各個參與成員企業(yè)將怎樣更加有效地對供應(yīng)鏈進(jìn)行整合,以使其及其所處于的整個供應(yīng)鏈系統(tǒng)的效益達(dá)到最優(yōu)的狀態(tài),便成為了當(dāng)下這個時代學(xué)術(shù)界和實務(wù)界進(jìn)行重點研究的方向。鑒于在實際當(dāng)中的運作,經(jīng)過探索以前的理論研究與實踐的運作成果,證明了供應(yīng)鏈合同是實現(xiàn)供應(yīng)鏈協(xié)調(diào)的有效方法之一。設(shè)置合理的合同參數(shù)(如銷售價格、批發(fā)價格、回購價格、訂貨量等)可以實現(xiàn)對供應(yīng)鏈系統(tǒng)有效協(xié)調(diào)的目的,以使得整個供應(yīng)鏈上的收益達(dá)到最優(yōu)化。相關(guān)的具有普遍性的供應(yīng)鏈合同主要包括批發(fā)價格合同、收益共享合同、數(shù)量彈性合同和回購合同,其他形式的合同都是以這四種合同為基礎(chǔ)的組合形式。這些合同形式均有各自的適應(yīng)性及特點,在企業(yè)中被廣泛使用。 本文是針對易逝品的本質(zhì)特點,考慮了需求不確定為當(dāng)今市場的突出特征這一背景下,研究了供應(yīng)鏈協(xié)調(diào)機(jī)制中的回購合同對易逝品供應(yīng)鏈所產(chǎn)生的協(xié)調(diào)性作用。本文首先概述了供應(yīng)鏈回購合同的研究現(xiàn)狀,在此系統(tǒng)地闡述了該理論涉及到的供應(yīng)鏈、供應(yīng)鏈合同、供應(yīng)鏈協(xié)調(diào)以及報童模型等相關(guān)理論。接下來以報童模型為基礎(chǔ),加入市場需求是否確定、殘值、缺貨成本、回收價格、批發(fā)價格等因素,建立了對易逝品類產(chǎn)品基于報童模型的供應(yīng)鏈回購模型。鑒于易逝品的特性,從理論上,本文的回購合同模型構(gòu)成只包含一個供應(yīng)商和一個零售商組成的單周期兩級供應(yīng)鏈,并對該單周期兩級供應(yīng)鏈結(jié)構(gòu)進(jìn)行了深入的論證與研究。通過建立未采用回購合同模型和采用回購合同模型來進(jìn)行對比論證,理論證明了引入回購合同的模型可以使供應(yīng)商的收益、零售商的收益以及整個供應(yīng)鏈系統(tǒng)的收益達(dá)到最優(yōu)化的協(xié)調(diào)狀態(tài)。然后通過設(shè)計具體的實際案例,代入具體數(shù)值證明了在產(chǎn)品的市場需求處于不確定的環(huán)境下,合理的回購合同設(shè)計能夠?qū)崿F(xiàn)供應(yīng)鏈的整體收益最優(yōu),并且使得供應(yīng)鏈中的供應(yīng)商和零售商達(dá)到“雙贏”的預(yù)期結(jié)果。結(jié)合實際的具體情況,論文的最后考慮了銷售努力因素對回購合同協(xié)調(diào)的隨機(jī)需求模型的影響,并得出了相關(guān)的模型結(jié)論。 基于對單周期二級供應(yīng)鏈的研究,案例的設(shè)計方向定位在了中國的直銷行業(yè)。隨著中國政府頒布的直銷行業(yè)相關(guān)政策的出臺,直銷模式逐漸得到國人的認(rèn)可并且直銷行業(yè)在中國的發(fā)展如日中天。而直銷模式正是本文所研究的二級供應(yīng)鏈模式,因此,案例的選擇聚焦在了中國直銷行業(yè)的巨頭——安利(中國)日用品有限公司。通過具有具體實體品作為依托的案例驗證分析,進(jìn)一步論證了模型的結(jié)論。
[Abstract]:Under the economic globalization, product diversification, the rapid development of information technology and consumer demand to personalized, diversified and timely change the influence of market share among enterprises becomes fiercer competition, a current commodity market, due to the progress of science and technology and market characteristics of buyer dominated gradually. Led to the current products on the market of perishable product category is becoming more and more common. Therefore, the perishable product category as a kind of special research object, from the perspective of the coordination of the supply chain, to establish an effective coordination mechanism in supply chain of perishable goods, for the optimization of perishable goods production and marketing plan, improve the overall profit of the system, to achieve a multi a win-win situation in the supply chain, has the value of very important theoretical significance and practice.
In each of the participating members of the supply chain enterprises will be how to more effectively on the supply chain integration, and to make it in the whole supply chain's benefit to achieve optimal state, has become the era of academic and practical circles focus on the direction. In view of actual operation, through theoretical research and Practice and exploration of the previous operation results, proved that the supply chain contract is one of the effective methods to achieve supply chain coordination. Setting reasonable parameters of the contract (such as sales price, wholesale price, repurchase price, order quantity, etc.) can be achieved on the effective coordination of supply chain system, to make the whole supply chain revenue reached optimization. The universal supply chain contract mainly includes the wholesale price contract, revenue sharing contract, quantity flexibility contract and buyback contract, other forms of cooperation are based on the same The combination of four types of contracts, which have their own adaptability and characteristics, are widely used in the enterprise.
This paper is based on the essential characteristics of perishable goods, the demand uncertainty is the prominent feature of today's market background, studied the coordination mechanism of supply chain coordination in the buyback contract of perishable goods supply chain. This paper outlines the current research status of supply chain buyback contract, then systematically expounded this theory relates to the supply chain, supply chain contract, supply chain coordination theory and newsvendor model. Next to the newsboy model, with market demand determine whether the residual value, shortage cost, recycling price, wholesale price and other factors, established on perishable products supply chain buyback category model based on the newsboy model. In view of the characteristics of perishable goods, from the theoretical model of this paper, the buyback contract form contains only one supplier and one retailer single cycle two echelon supply chain, and the single cycle two The structure of the supply chain has been demonstrated and studied deeply. Through the establishment of the buyback contract model and the buyback contract model to compare the theoretical proof, prove that the introduction of buyback contract model can make the revenue of suppliers, retailers' income and income of the whole supply chain system to achieve the coordination of state optimization. Then through actual case design specifically, by specific numerical proved in the product market demand uncertainty, overall revenue optimal buyback contract can achieve the reasonable design of the supply chain and the supply chain of suppliers and retailers to achieve "win-win results". With the actual situation, the final consideration stochastic demand model sales effort factors on buyback contract coordination model, and draw conclusions.
Research on two level supply chain based on single cycle design, orientation in the case of the direct selling industry. With the Chinese Chinese government issued direct selling industry related policies, marketing mode gradually recognized by the people and the development of the direct selling industry in China. The direct model is very influential mode, the two level supply chain the study therefore chose to focus on the case of Chinese direct selling industry giants - Amway (Chinese) Commodity Co. Ltd.. By having a specific entity as relying on the case to verify the analysis, and further demonstrates the model's conclusions.

【學(xué)位授予單位】：首都經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F224

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本文編號：1601728