基于顾客战略行为下的供应链系统的绩效研究

供应链系统由一个供应商、一个零售商和顾客群组成,且顾客具有战略行为特征,其可以选择在一级市场上购买,也可以选择在二级市场上购买。在销售第一期,零售商向供应商提出订购,并在一级市场上销售,期末剩余产品被供应商回购;在销售第二期,供应商把回购产品通过直销渠道在二级市场上进行销售。采用参数分析和数值模拟得出,首先,顾客战略行为对供应链系统订购量、及系统总收益是否有负影响,取决于顾客对二级市场产品接受度。其次,分散管理系统中,通过提供依赖于集中管理系统下的最优订购量的回购合同,供应商能够协调分散管理系统;并且,无论是否存在顾客战略行为,分散管理系统中的最优回购价格均不受影响。最后,零售商是否接受回购合同,依赖于是否存在顾客战略行为,以及顾客对二级市场产品的接受度。

Study on Supply Chain's Performance Based on Strategic Customer Behavior

A supply chain system is constituted by a supplier,a retailer and customers,in which the customers are of strategic behaviors.Strategic customers,anticipating future price paths and time their purchases,can choose to buy in the first selling period,or choose to wait for returned products in the second selling period in order to maximize individual surplus.In the first selling period the retailer orders a quantity from the supplier and sells products in the first market.In the end of first selling period,the remaining products are bought back by the supplier.In the period of second selling,the supplier sells the returned products.The results of parameter and numerical study are following.First,whether strategic customer behavio rcould impact the supply chain’s performance and ordering depends on customer acceptance of the secondary market.Second,buyback contracts,which depend on the first-best ordering quantity of the centralized supply chain,can coordinate the decent ralized supply chain,and the first-best buyback price is irrelevant with strategic customer behavior.Finally,whether the retailer accepts the buyback contracts depends on strategic customer behavior and the customer acceptance of the secondary market.