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上海交通大学硕士学位论文面向大规模定制的供应链的分销模式与协调机制研究姓名：谢俊申请学位级别：硕士专业：企业管理指导教师：邵晓峰20080124Withtheincreasingdiversificationandindividuationofcustomers’demands,traditionalmassproduction(MP)cannotwinthenewmarketcompetitionanymore.Thenmasscustomization(MC)emerges.Masscustomization,whichcannotonlymeetthedemandsofcustomersbutalsoincreasetheprofitsofenterprises,isbecomingthenewproductionmodeinthe21stcentury.ThroughthestudyofthedistributionmodelandcoordinationmechanismofsupplychainforMC,Solutionstotheproblemsoftheprofitconflictsamongsupplychainmembersareputforward.ThepurposeistomakesurethesupplychainoperatesefficientlyandhelpimplementMCsuccessfully.Firstly,somebasictheoriesofMCareintroduced,includingthebackground,advantages,charactersandthecomparisonwithMP.Secondly,supplychaincoordination,aswellasessenceandeffectsofsupplychaincontractsareintroduced,anduponthese,supplychaincoordinationandcontractsofMCsupplychainareintroduced.Thirdly,anempiricalresearchonconsumerpsychologythroughresearchquestionnaireisconducted,whichanalyzedthekeyelementsthataffectthedemandofcustomizedproducts,whichalsoaffectthedecisionmakingofaMCsupplychain.Fourth,ananalysisondecisionmodel-centralizeddecisionanddecentralizeddecisionmaking,aswellasdistributionmodelisconducted.Fifth,aresearchismadeonthedecisionmakingofsupplychaindirectlyfacingcustomers,andtherevenuesharingcontractusedinMCsupplychaincontainingdistributors(includingresearchontwocompetingdistributors).Finally,twocasestudiesaremadeonDellCompanyandYongorCompany.KEYWORDS:masscustomization,supplychain,decisionmodel,coordinationmechanism,revenue-sharingcontract11.1massproduction21.21.2.1LampelMecutcheonMintszberg[1]LampelMintszbergGilmorePine[2][4]3GT[5]customerorderdiscouplingpointCODP[6]CODPParahlstromRoyWestbrook[7]Pine.II.B.Joseph[8],RicardoErenstBardiaKamrad20001.2.2Clark1960/NNOrder-up-to-LevelRomanoChandraSebatianD.J.Thomaset.al-Thomas[9]1996Buyer-VendorCoordinationProduction-DistributionCoordinationInventory-DistributionCoordinationKS[3]22542003[11]2001[12][13]20012002[14]2002[15]2003JohnSpiers[16]1997[17]2002[18]2003[12]2001[13]2002[19]2000[20]2001GoyalSK,GuptaYP.[21]1989CorbettCJ,GrooteXde[22]2000ViswanathanS,PiplaniR[23]2001MartinHingley[24]2001LauraHorvathDarrickPagel[25]2003[12]2001[26]1999[18]2000[27]1998[28]1999[29]2005[30]2002[31]2001ZhenxinYu[32]2001[33]2002[34]2002[35]20021.2.3Cachon,Lariviere[36]1999,aCachon,Lariviere[37]1999,b5componentterminationfeecontractNieckels1976Cohen1989Lee1989Lee1986Gupta1989ChandraFisher1994CorbettGroote2000Weng1997Weng1997,bEpeenIyer1997backupagreementLiKouvlis1997MilnerRosenblatt1997Barnes-Schasler1998optionprice[38]2001-[39]2003[40]2002Pareto[41]20036Tsay1999SpecificationofDecisionRightPricingMinimumPurchaseRequirementsQuantityFlexibilityBuybackorReturnsPoliciesAllocationRulesLeadTimeQualityPrice-onlyContractBuy-backorReturnContractQuantityFlexibilityContractBack-upContractRevenue-sharingContractMarkdownContractOptionContractMinimumCommitmentContractQuantityDiscountContractPriceProtectionContract1.2.41.31+121MCMCMC2MC71.4MCDell81-1Fig.1-1ConfigurationofthePaperMCMCDell9MC2.12.1.12.1.2102.1.3[57]12311456()()2.22.2.1SupplyChainCoordination12-13DecentralizedcontrolCentralizedcontrol2.2.2Whole-salePriceContractBuy-backContractReturnContractRevenueSharingContractQuantityFlexibilityContract14Quantity-discountContract2.3MCMCMCMCMCMCMCMCMCMC15MCMC2.416MC3.1123456171Assemble-to-Order,ATO,Make-to-Order,MTO,Engineer-to-Order,ETO,32183.23.2.13-1%88100.002022.734854.552022.7388100.00202427.2720-304854.55301618.1888100.0030003034.093000-80004551.1480001314.7788100.004551.144348.861008888%8820-303-8193.2.23-1Fig.3-1ComparisonofConsumerPsychologyofDifferentMass-customizedProducts3012345203.2.33-2/30003.90.693.80.673.80.693.70.653.10.613.20.603.10.583000-80003.90.683.80.663.70.673.70.653.40.603.40.593.10.5780003.70.673.90.653.90.663.70.653.30.593.10.583.00.5630003.80.693.30.673.00.683.20.663.50.613.40.603000-80003.80.683.50.663.10.673.30.653.70.603.60.5980003.70.673.80.653.30.663.40.643.40.593.20.5830003.90.693.10.673.60.683.70.663.20.613.20.603000-80003.90.683.20.663.60.673.90.653.50.603.50.5980003.70.673.30.653.60.663.90.633.50.593.00.5730004.10.574.00.573.70.684.50.533.20.603.30.653.40.653000-80004.10.554.00.583.80.674.50.523.30.603.20.643.30.6580004.10.554.10.563.90.664.50.523.10.603.10.633.10.64300080003000-8000213.2.43-3203.90.673.90.653.80.693.70.663.50.613.50.603.10.5620-303.90.683.80.663.90.673.70.653.50.603.40.593.10.57303.70.693.90.653.70.663.70.653.30.593.30.583.00.56203.80.663.40.673.20.683.30.663.60.603.50.6020-303.80.683.50.663.30.673.40.653.70.603.50.59303.70.673.60.653.30.663.40.643.50.603.30.58203.90.693.20.673.70.683.70.663.20.613.20.6020-303.90.683.20.663.60.673.90.653.50.603.50.59303.70.673.20.653.50.663.90.633.50.593.00.57204.10.564.00.553.70.684.50.523.10.603.20.653.30.6320-304.10.554.00.563.80.674.50.533.20.603.30.643.30.65304.10.564.00.583.90.664.50.523.10.603.30.633.40.642020223.3100234.1:Dell244.1.14-1Fig.4-1MCSupplyChainwithoutdistributors,1225,344.1