基于混合渠道的贴牌生产供应链决策优化研究

南京航空航天大学硕士学位论文基于混合渠道的贴牌生产供应链决策优化研究姓名：李琳申请学位级别：硕士专业：管理科学与工程指导教师：李帮义2011-03i————iiAbstractAsrequiredbyeconomicdevelopment,theOriginalEquipmentManufacturingsupplychainsbasedonhybirdChannelsnowadayshavebecomeapopularpattern,featuredwithquickresponsetomarketdemand,thebestoverallsystematicperformance,highmarketingpenetrationandcoverage.Drawingonpreviousresearch,withbothqualitativeandquantitativeanalysismethods,likeliteraturereview,gameanalysis,numericalsimulationandotherspecificmeans,thispaperfocusitstaskontheoperationandoptimizationmechanismofOriginalEquipmentManufacturingsupplychainbasedonhybridchannel.Firstly,theexistingliteratureshomeandabroadaboutthereferredfocuswereanalyzed.Thestructureandlayoutofthisthesisweredescribed.Secondly,threechannelstructuremodels,namely,singledirectsaleschannel,singleOriginalEquipmentManufacturingchannelandhybird-channelchannelwasestablished.Withthediscussionregardingimpactofthetwodecisionparameters,brandpremium,costadvantageonchanneldecision-makingofmanufacturersandbrandersunderinfluenceofchanneltransfer,weworkoutthefeasibleconditionandoptimizationmechanismforOriginalEquipmentManufacturingsupplychainbasedonhybridchannel.Afterthat,twodecision-makingpatterns,centralizedoneanddecentralizedone,arecomparedinthefeasiblecondition,todiscoverthepossibilityofoptimizationway,optimizationbydecisionparameterordecisionpattern.Undertheasymmetryinformationcircumstance,giventheoptimizationobjectives,theextrarevenueleadedbypotentialopportunismandseparateallocatedprivateinformationwillgivebirthtomoralhazards.Sointhefollowingstep,thethesisdiscussedtheproblemsarousedbymoralhazardsinsuchbackground,togivesomeavoidancemechanismforlastingandsteadyco-operationinsupplychainsystem.Then,somemanagementguidelinesarebroughtforwardsforpracticeuse.Finally,mainachievementgainedinthethesisandtheproblemspendingfurtherresearchwerereviewed.Keywords:hybirdchannel,OriginalEquipmentManufacturing,supplychainmanagement,decisionoptimization,moralhazardv1.1........................................................12.1........................................................................122.2.........................................................................................162.3...........................................................................233.1.......................................................................................................263.2..................................................................................313.3.................................................................343.4.....................................353.5..................................................................................383.6.....................................394.1.............................................................444.2......................................................474.3-...........................................504.4-c........................................524.5..........................................................545.1................................................................................................575.2...............................................................................605.3...............................................................................615.4...............................................................................625.5.................................665.6......................................................675.7..............................695.8......................................................701.1...............................................................81.2....................................................................................92.1................................................................................................102.2......................................................................................112.3BAvv....................................................................................122.4....................................................................................................152.5...............................................................................212.6................................................................................................212.7................................................................................................222.8................................................................................................233.1-.................................................................................26vi3.2-.................................................................................273.3-...................................................................293.4.............................................................343.5......................................................................................373.6...................................................383.7.........................................................