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研究需求依赖于促销努力水平下的供应链优化协调问题。分别建立了集中式供应链和分散式供应链两种模型,在分散式模型中,发现批发价格契约不能协调该双渠道供应链,而改进的批发价格契约可以协调该双渠道供应链。然后分别研究了制造商促销努力系数、零售商促销努力系数,以及顾客对直销渠道的接受度对供应链绩效的影响,并且进行了相关的算例分析,给出相应的管理意义。
Research needs depend on supply chain optimization coordination at the level of promotion efforts. Two models of centralized supply chain and decentralized supply chain are established respectively. In the decentralized model, it is found that the wholesale price contract can not coordinate the dual-channel supply chain, while the improved wholesale price contract can coordinate the dual-channel supply chain. Then, it studies the coefficient of manufacturer’s promotion effort, the coefficient of retailer’s promotion effort and the influence of customer’s acceptance of direct channel on the performance of supply chain respectively, and carries out the related case analysis and gives the corresponding management significance.