混合分销渠道结构下短生命周期产品供应链库存策略分析

随着竞争的加剧,产品生命周期日渐缩短。信息和网络技术的不断进步,使得网络作为一种特殊的分销渠道出现。传统分销渠道和网上直销渠道并存的混合分销渠道结构给理论研究和管理实践提出了新的挑战,本文针对混合分销渠道结构下短生命周期产品供应链,运用报童问题的框架,分析了两种不同运作模式下生产商和零售商库存策略,并通过数值实验研究了需求不确定性对生产商和零售商最优库存策略的影响。最后,根据数值实验的计算结果,总结了本研究的管理启示。

Analysis of Supply Chain Stocking Decision in Hybrid Distribution Systems for Short Life-cycle Products

Market competition makes products life-cycle become shorter and shorter nowadays. With great improvement in information and network technology,Internet appears as a new special distribution channel. Hybrid distribution systems composed of both traditional retail channel and Internet-based channel raise new challenges for academic research,as well as management practice. The authors take newsvendor model to analyze stocking decisions made in hybrid distribution systems for short life-cycle products. By numerical experiments,we analyze the demand uncertainty's impact on manufacturer and retailer's optimal stocking decision. Finally,we conclude the management implication of this article.