MTO供应链承诺交货期决策研究
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摘要
随着科学技术的进步,产品生命周期越来越短。伴随着人们生活水平的提高,顾客的多样化、个性化需求也越来越突出。为了适应这些新变化,大多数企业从传统的备货型生产模式转向按订单生产(Make-To-Order, MTO)模式,并形成MTO供应链。对于MTO供应链的企业来说,制定合理的承诺交货期是其生存和发展的关键,这一问题已引起了企业界和学术界的广泛关注。
一个完整的供应链系统在层次结构上包括外部供应链和内部供应链。对于外部供应链,承诺交货期与价格是供应链上下游各节点企业获利的关键,各节点企业作为独立的利益主体,将分别从各自利益出发进行决策；在内部供应链中,由于产能大小直接影响承诺交货期的履行,因此在企业运作过程中必须同时考虑承诺交货期、价格和产能三个因素,其中,承诺交货期和价格由营销部门决定,产能由运营部门决定,各部门在追求企业整体效益最大化的前提下,根据分工制定各自决策,并分担相应成本。
现有关于MTO模式下的承诺交货期的研究大多围绕单个企业或供应链节点企业展开。基于此,本文从单一企业、内部供应链营销/运营界面间和外部供应链节点企业间三个层次对MTO供应链承诺交货期问题展开研究。首先,以单个企业为研究对象,从考虑顾客选择行为和服务水平约束两个不同的角度对承诺交货期问题进行研究。然后,扩展到内部供应链营销和运营部门间的承诺交货期、定价和产能决策。最后,再扩展到外部供应链节点企业间的承诺交货期和定价决策。
针对单个企业承诺交货期相关决策问题。首先,研究基于顾客选择行为的单个企业承诺交货期决策问题。在顾客对承诺交货期和服务质量都敏感的市场中,考虑延期交货成本,以期望利润最大化为目标,构建了基于MNL (Multi-Nominal Logit)顾客选择行为的企业承诺交货期决策模型。研究表明,在顾客对承诺交货期和服务质量都敏感的市场中,企业的最优决策比顾客期望的最优交货期承诺长。
接着,研究服务水平约束下单个企业承诺交货期和定价决策问题。以期望利润最大化为目标,建立服务水平约束和无约束下企业的定价与承诺交货期决策模型。分别分析得到制造商的最优定价、最优承诺交货期和最优期望收益。然后进一步探讨服务水平约束对最优决策的影响。研究表明,服务水平约束的高低对最优决策的影响是分段的,其中对最优定价的分段影响,还与持有成本、价格以及交货期敏感系数有关;并且当服务水平约束等于不考虑服务水平约束下最优承诺交货期的概率分布时,期望收益达到最大。
针对内部供应链营销与运营界面承诺交货期、定价和产能决策问题。从内部供应链的角度,将价格作为外生变量,分别考虑了单一订单和时间敏感需求下,运营部门与营销部门间在分散和集中决策下的承诺交货期与产能决策,并分析了各参数的敏感性。研究表明,当只考虑单一订单,即不考虑承诺交货期对需求的影响,无论延期成本在两部门间如何分配,集中决策下企业的服务水平都比分散决策下更优；而集中和分散决策下的最优决策和最优期望成本的比较结果依赖于部门间延期成本的分担比例。当在时间敏感需求下,即考虑承诺交货期对需求的影响,不管延期成本如何在两部门间分配以及各参数如何变化,集中决策下企业的整体最优期望成本都比分散决策下小。
继续针对上面的问题,将价格作为内生变量,在时间、价格敏感需求下,考虑营销和运营部门间集中和分散决策下的承诺交货期、定价以及产能决策,并分析了各参数的敏感性。通过数值分析得到,在时间、价格敏感需求下,当延期成本在企业运营和营销部门间分担时,不管分担比例以及各参数的变化,集中决策下企业的服务水平与期望利润都要比分散决策下大。
针对外部供应链节点企业间承诺交货期和定价决策问题。从外部供应链的角度,研究不同交货期决策权下供应链各节点企业的承诺交货期和定价决策。针对一个制造商和一个零售商构成的两阶段供应链,以期望利润最大化为目标,分别建立由不同节点企业控制供应链交货期的决策模型,得到相应的最优解,并探讨不同控制权对供应链最优交货期和最大化期望利润的影响。研究表明,顾客的市场需求特征影响供应链交货期的控制和决策,为了实现各节点企业和供应链系统期望利润最大化,供应链系统应选择由制造商控制供应链交货期。然而,当顾客对交货期和对价格敏感度之比超过特定值时,供应链系统应在服务竞争力和最大期望利润间进行权衡来选择供应链交货期的决策权。
With the development of science and technology, the product life cycle becomes shorter. Furthermore, along with the improvement of people's living standard, the diversified and individualized demand of customers becomes more prominent. To adapt to these changes, most enterprises shift from the traditional make-to-stock production model to make-to-order (MTO) production model and establish MTO supply chain. For the MTO supply chain, promising a reasonable delivery date is the key to its survival and development, so this issue has caused widespread concern of the business community and academia.
A complete supply chain system should include two parts, the external supply chain and the internal supply chain. For the external supply chain, the promising delivery date and price is the key to profit-making for each firm in the supply chain. Playing as an independent interest group, each firm makes decisions respectively on their own interests. For the internal supply chain, capacity of the firm directly affects the promised delivery date, so promised delivery date, price and capacity, all of these three factors should be considered during its operations. Promised delivery date and price are determined by marketing department and capacity is determined by operation department. On the premise of maximizing overall effectiveness of the firm, each department makes their own decisions and share costs according to the division of labor.
Currently, most studies on promised delivery date based on MTO mode only focus on a single firm or a node of supply chain. Therefore, this dissertation studies this issue from three levels, the single enterprise, the marketing/operation interface in internal supply chain and each enterprise in external supply chain. Firstly, the dissertation studies the promised delivery date from the consumer choice behavior and the service level constraint based on a single firm. Then, it extends the issue to promised delivery date, pricing and capacity decision between marketing and operation department in the internal supply chain. Finally, it discusses the promised delivery date and pricing decision among enterprises in the external supply chain.
For promised delivery date decision in a single firm, this dissertation firstly studies based on customer choice behavior. Assuming the customers are sensitive to the promised delivery date and quality of service, the firm should consider the cost of delay and the objective of maximizing expected profit, so this dissertation builds the promised delivery date decision model based on the MNL (Multi-Nominal Logit) consumer choice behavior. Research shows, when customers are sensitive to promised delivery date and quality of service, the optimal promised delivery date is longer than the optimal expected delivery date of customer.
Then, the study turns to consider the service level constraint. In order to maximize expected profit, it builds pricing and delivery date decision model with and without the service level constraint, analyses the manufacturer's optimal pricing, optimal delivery date and the maximum expected profit, then discusses the impact of the service level constraint on the joint pricing and delivery date policy. The results present that the impact of the service level constraint on optimal policy is segmented, in which it has a relationship with the holding costs, and the sensitivity coefficient of delivery date and price. When the service level constraint is equal to the probability distribution of the optimal promised delivery date without considering service level constraint, the expected profit is maximum.
On the issue of promised delivery date, pricing and capacity decisions based on the marketing and operation interface in internal supply chain, this dissertation firstly takes the price as an exogenous variable from the perspective of internal supply chain. Based on the single order and the time-sensitive demand, it considers the promised delivery date and capacity decisions between operations and marketing departments under decentralized and centralized decision, and analyzes the sensitivity of parameters. The results show, when only considering a single order, regardless of the impact of delivery date on demand, no matter how the delay cost is allocated between two departments, the optimal service level under centralized decision is better than decentralized decision. And the result of comparing the optimal decision and the optimal expected cost under centralized and decentralized decision relics on the sharing ratio of delay cost between two departments. When considering the time-sensitive demand, that is, the impact of promised delivery date on demand, no matter how the delay cost is allocated between two departments and how each parameter changes, the entire optimal expected cost under the centralized decision is lower than the decentralized decision.
As a further discussion of issue above, this dissertation continues to take price as an endogenous variable. Under the time-price-sensitive demand, it presents promised delivery date, pricing and capacity decision between operations and marketing departments under decentralized and centralized decision-making, and analyzes the sensitivity of each parameter. The numerical analysis shows, when the delay cost is shared between two departments, no matter how sharing ratio is allocated and each parameter changes, the service level and the expected profits under centralized decision-making are higher than decentralized decision-making.
For the promised delivery date and pricing decisions in external supply chain, this dissertation studies on the promised delivery date and pricing decision under different decision-making power on delivery date from the perspective of external supply chain. In a single-manufacturer-single-retailer's two-echelon supply chain system, on the objective of maximizing the expected profit, it establishes the delivery date decision-making models controlled by different supply chain firms, then obtains the optimal solution, and explores the impact of different decision-making power on optimal delivery date and the maximum expected profit. The study shows, the characteristics of customer demand affect the control and decision of delivery date. In order to achieve the maximum expected profit, the supply chain should let the manufacturer to control the delivery date. However, when the ratio of delivery date and price sensitivity of customer exceeds a certain value, supply chain system should trade off between the service competitiveness and the maximum expected profit to select the decision-making power of delivery date.
一个完整的供应链系统在层次结构上包括外部供应链和内部供应链。对于外部供应链,承诺交货期与价格是供应链上下游各节点企业获利的关键,各节点企业作为独立的利益主体,将分别从各自利益出发进行决策；在内部供应链中,由于产能大小直接影响承诺交货期的履行,因此在企业运作过程中必须同时考虑承诺交货期、价格和产能三个因素,其中,承诺交货期和价格由营销部门决定,产能由运营部门决定,各部门在追求企业整体效益最大化的前提下,根据分工制定各自决策,并分担相应成本。
现有关于MTO模式下的承诺交货期的研究大多围绕单个企业或供应链节点企业展开。基于此,本文从单一企业、内部供应链营销/运营界面间和外部供应链节点企业间三个层次对MTO供应链承诺交货期问题展开研究。首先,以单个企业为研究对象,从考虑顾客选择行为和服务水平约束两个不同的角度对承诺交货期问题进行研究。然后,扩展到内部供应链营销和运营部门间的承诺交货期、定价和产能决策。最后,再扩展到外部供应链节点企业间的承诺交货期和定价决策。
针对单个企业承诺交货期相关决策问题。首先,研究基于顾客选择行为的单个企业承诺交货期决策问题。在顾客对承诺交货期和服务质量都敏感的市场中,考虑延期交货成本,以期望利润最大化为目标,构建了基于MNL (Multi-Nominal Logit)顾客选择行为的企业承诺交货期决策模型。研究表明,在顾客对承诺交货期和服务质量都敏感的市场中,企业的最优决策比顾客期望的最优交货期承诺长。
接着,研究服务水平约束下单个企业承诺交货期和定价决策问题。以期望利润最大化为目标,建立服务水平约束和无约束下企业的定价与承诺交货期决策模型。分别分析得到制造商的最优定价、最优承诺交货期和最优期望收益。然后进一步探讨服务水平约束对最优决策的影响。研究表明,服务水平约束的高低对最优决策的影响是分段的,其中对最优定价的分段影响,还与持有成本、价格以及交货期敏感系数有关;并且当服务水平约束等于不考虑服务水平约束下最优承诺交货期的概率分布时,期望收益达到最大。
针对内部供应链营销与运营界面承诺交货期、定价和产能决策问题。从内部供应链的角度,将价格作为外生变量,分别考虑了单一订单和时间敏感需求下,运营部门与营销部门间在分散和集中决策下的承诺交货期与产能决策,并分析了各参数的敏感性。研究表明,当只考虑单一订单,即不考虑承诺交货期对需求的影响,无论延期成本在两部门间如何分配,集中决策下企业的服务水平都比分散决策下更优；而集中和分散决策下的最优决策和最优期望成本的比较结果依赖于部门间延期成本的分担比例。当在时间敏感需求下,即考虑承诺交货期对需求的影响,不管延期成本如何在两部门间分配以及各参数如何变化,集中决策下企业的整体最优期望成本都比分散决策下小。
继续针对上面的问题,将价格作为内生变量,在时间、价格敏感需求下,考虑营销和运营部门间集中和分散决策下的承诺交货期、定价以及产能决策,并分析了各参数的敏感性。通过数值分析得到,在时间、价格敏感需求下,当延期成本在企业运营和营销部门间分担时,不管分担比例以及各参数的变化,集中决策下企业的服务水平与期望利润都要比分散决策下大。
针对外部供应链节点企业间承诺交货期和定价决策问题。从外部供应链的角度,研究不同交货期决策权下供应链各节点企业的承诺交货期和定价决策。针对一个制造商和一个零售商构成的两阶段供应链,以期望利润最大化为目标,分别建立由不同节点企业控制供应链交货期的决策模型,得到相应的最优解,并探讨不同控制权对供应链最优交货期和最大化期望利润的影响。研究表明,顾客的市场需求特征影响供应链交货期的控制和决策,为了实现各节点企业和供应链系统期望利润最大化,供应链系统应选择由制造商控制供应链交货期。然而,当顾客对交货期和对价格敏感度之比超过特定值时,供应链系统应在服务竞争力和最大期望利润间进行权衡来选择供应链交货期的决策权。
With the development of science and technology, the product life cycle becomes shorter. Furthermore, along with the improvement of people's living standard, the diversified and individualized demand of customers becomes more prominent. To adapt to these changes, most enterprises shift from the traditional make-to-stock production model to make-to-order (MTO) production model and establish MTO supply chain. For the MTO supply chain, promising a reasonable delivery date is the key to its survival and development, so this issue has caused widespread concern of the business community and academia.
A complete supply chain system should include two parts, the external supply chain and the internal supply chain. For the external supply chain, the promising delivery date and price is the key to profit-making for each firm in the supply chain. Playing as an independent interest group, each firm makes decisions respectively on their own interests. For the internal supply chain, capacity of the firm directly affects the promised delivery date, so promised delivery date, price and capacity, all of these three factors should be considered during its operations. Promised delivery date and price are determined by marketing department and capacity is determined by operation department. On the premise of maximizing overall effectiveness of the firm, each department makes their own decisions and share costs according to the division of labor.
Currently, most studies on promised delivery date based on MTO mode only focus on a single firm or a node of supply chain. Therefore, this dissertation studies this issue from three levels, the single enterprise, the marketing/operation interface in internal supply chain and each enterprise in external supply chain. Firstly, the dissertation studies the promised delivery date from the consumer choice behavior and the service level constraint based on a single firm. Then, it extends the issue to promised delivery date, pricing and capacity decision between marketing and operation department in the internal supply chain. Finally, it discusses the promised delivery date and pricing decision among enterprises in the external supply chain.
For promised delivery date decision in a single firm, this dissertation firstly studies based on customer choice behavior. Assuming the customers are sensitive to the promised delivery date and quality of service, the firm should consider the cost of delay and the objective of maximizing expected profit, so this dissertation builds the promised delivery date decision model based on the MNL (Multi-Nominal Logit) consumer choice behavior. Research shows, when customers are sensitive to promised delivery date and quality of service, the optimal promised delivery date is longer than the optimal expected delivery date of customer.
Then, the study turns to consider the service level constraint. In order to maximize expected profit, it builds pricing and delivery date decision model with and without the service level constraint, analyses the manufacturer's optimal pricing, optimal delivery date and the maximum expected profit, then discusses the impact of the service level constraint on the joint pricing and delivery date policy. The results present that the impact of the service level constraint on optimal policy is segmented, in which it has a relationship with the holding costs, and the sensitivity coefficient of delivery date and price. When the service level constraint is equal to the probability distribution of the optimal promised delivery date without considering service level constraint, the expected profit is maximum.
On the issue of promised delivery date, pricing and capacity decisions based on the marketing and operation interface in internal supply chain, this dissertation firstly takes the price as an exogenous variable from the perspective of internal supply chain. Based on the single order and the time-sensitive demand, it considers the promised delivery date and capacity decisions between operations and marketing departments under decentralized and centralized decision, and analyzes the sensitivity of parameters. The results show, when only considering a single order, regardless of the impact of delivery date on demand, no matter how the delay cost is allocated between two departments, the optimal service level under centralized decision is better than decentralized decision. And the result of comparing the optimal decision and the optimal expected cost under centralized and decentralized decision relics on the sharing ratio of delay cost between two departments. When considering the time-sensitive demand, that is, the impact of promised delivery date on demand, no matter how the delay cost is allocated between two departments and how each parameter changes, the entire optimal expected cost under the centralized decision is lower than the decentralized decision.
As a further discussion of issue above, this dissertation continues to take price as an endogenous variable. Under the time-price-sensitive demand, it presents promised delivery date, pricing and capacity decision between operations and marketing departments under decentralized and centralized decision-making, and analyzes the sensitivity of each parameter. The numerical analysis shows, when the delay cost is shared between two departments, no matter how sharing ratio is allocated and each parameter changes, the service level and the expected profits under centralized decision-making are higher than decentralized decision-making.
For the promised delivery date and pricing decisions in external supply chain, this dissertation studies on the promised delivery date and pricing decision under different decision-making power on delivery date from the perspective of external supply chain. In a single-manufacturer-single-retailer's two-echelon supply chain system, on the objective of maximizing the expected profit, it establishes the delivery date decision-making models controlled by different supply chain firms, then obtains the optimal solution, and explores the impact of different decision-making power on optimal delivery date and the maximum expected profit. The study shows, the characteristics of customer demand affect the control and decision of delivery date. In order to achieve the maximum expected profit, the supply chain should let the manufacturer to control the delivery date. However, when the ratio of delivery date and price sensitivity of customer exceeds a certain value, supply chain system should trade off between the service competitiveness and the maximum expected profit to select the decision-making power of delivery date.
引文
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