基于广告、技术、奖励的二级供应链效益最大化研究.docVIP

基于广告、技术、奖励的二级供应链效益最大化研究 　　摘要研究了做广告、引进先进技术、奖励员工对供应链效益影响问题.针对单个制造商与单个零售商组成的二级供应链，基于弹性需求，在促销价格敏感需求、质量敏感需求与奖励敏感成本条件下构建模型.以整个供应链的利润之和最大，且制造商与零售商利润之差的平方和最小为目标.首先，通过Lagrange数乘法求解，判断对应的Hesse矩阵.其次，确定了广告、技术与奖励员工的最佳投入量，实现供应链效益最大化，提高供应链的经济效益.同时，也通过收益共享，实现供应链的协调性，优化供应链产业结构.最后运用数值实验来具体说明各因素对供应链最大效益的影响. 　　关键词物流与供应链管理；供应链效益；最优化；收益共享；协调性 　　中图分类号F274 文献标识码A 　　Abstract The influence of supply chain efficiency was studied by the advertising， the introduction of advanced technology and the rewarding employees. For two echelon channel with a single manufacturer and a single retailer， based on elastic demand function， in the promotionalprice sensitive demand， qualitysensitive demand and rewardsensitive cost condition model was constructed. The objection is the maximum profits sum of the whole supply chain and the minimum profits difference square between the manufacturer and the retailer. Firstly， the maximum efficiency of supply chain can be obtained by Lagrange scalarmultiplication solving and judging the corresponding Hesse matrix. Secondly， it can achieve the maximization of the benefits of supply chain by determining the optimal investment of advertising， techniques， and reward employees， it can improve the economy efficiency of supply chain. At the same time， it can also achieve channel coordination by revenue sharing and optimize the industrial structure of supply chain. Finally， a numerical experiment was given to illustrate the influence of each factors on the maximum benefits of supply chain. 　　Key wordslogistics and supply chain management； Efficiency of supply chain； Optimization； Revenue sharing； Coordination 　　1引言 　　随着社会经济的发展，整个供应链的效益最大化问题是国内外广大科研工作者研究的热点，也是供应链管理者关心的热门话题.在单周期销售季，下游市场的需求量增加与上游制造商所生产的产品成本降低会导致整个供应链的利润增加.如何在日趋激烈的竞争环境中获得更大的市场需求量，是当前企业界最为关注的问题之一.而影响市场需求量的因素也是多种多样的，如价格、广告、质量、员工奖励等. 　　Ray（2005）发现市场的需求量是随机的，其敏感于价格与非价格[1].罗春林等（2015）研究了二级供应链中随机需求依赖于价格的企业运作策略，发现零售商与制造商的利润取决于下游市场需求的“价格依赖性”引发的零售商的优势与需求的“随机性”引发的制造商的优势[2].在受零售价格影响的非线性市场需求下，汤春发（2015）研究了需求与生产成本同时