考虑渠道偏好的双渠道供应链库存策略研究

摘要

制造商同时开展在线直销和传统分销时,需要有效地协调双渠道之间可能存在的物流冲突问题.以双渠道供应链系统为研究对象,在考虑消费者渠道选择偏好的前提下,构建了库存决策定量模型并进行最优性分析.在此基础上,运用Matlab软件对模型进行了算例分析.结果表明,随着需求不确定性的增大,制造商和零售商均增加库存且利润受损,而在线渠道偏好率的增大将导致制造商库存量增大、零售商和供应链的利润受损.%When conducting both online sale and conventional retail,manufacturers need to coordinate the logistics conflict between these two channels.In considering consumer channel preference,the dual channel supply chain system is analyzed and an inventory decision-making quantitative model is built.Based on this model,simulation is made by using Matlab.Results indicate that as demand uncertainty increases,manufacturers and retailers increase their inventory and suffer a loss of profit,while the increase of online channel preference rate can result manufacturers' inventory increase,which results in the profit decrease of retailers and the supply chain.