短生命周期产品成长期订货策略研究

摘要

因为短生命周期产品成长期的需求呈指数级增长,单位产品利润逐步降低,所以零售商如何制订成长期订货策略非常重要.基于产品成长期的特点及短生命周期产品的时效性,考虑运输时间和产品价格两个因素,构建以零售商为主导的制造商-零售商订货决策模型.制造商与零售商围绕运输时间和产品价格进行博弈,零售商根据博弈结果求出纳什均衡,从而确定订货量.这一订货策略既提高了参与方的利润,又协调了零售商的库存.%Due to that the demand for short life cycle product during its growth stage is increased exponentially,the profit per unit of product is gradually reduced,so it is important for retailers to formulate a long-term ordering strategy.Based on the product characteristics at its growth stage and the timeliness of the short life-cycle products,the manufacturer-retailer ordering decision model that gave priority to the retainer was constructed in consideration of two factors i.e.the transportation time and the product price.Manufacturers and retailers were gaming around the transportation time and product prices while the retailer should determine the Nash equilibrium based on the game results and confirm the order quantity thereby.This ordering strategy can improve the profits of the participants and coordinate the retailer's inventory as well.