考虑价格折扣因素的BOSC利润模型研究
|
摘要
近年来，由于消费者需求形态的改变、科技进步以及企业产品相互竞争等因素的影响，导致消费特点发生了相应的变化，需求趋于多品种、小批量、生命周期日短、订单交付期变短。面临上述挑战，优化采购、生产、配送到销售流程，有效管理信息流、物流系统从而改善供应链总体水平，实现弹性化、反应快、低成本一直是企业努力的方向。
以个性化顾客需求为目的，以差异化延迟策略为手段的接单式生产(BTO)便成为许多公司的首选，通过平衡供货时间、降低成品库存进而降低供应链总成本。很多基于电子商务的企业开始专注于研究接单式生产供应链(BOSC)的概念、特点以及运作模式，以戴尔为代表的生产企业采用BOSC战略取得的优秀业绩吸引越来越多的企业采用BOSC，学术界也开始关注BOSC的相关研究。深入研究BOSC的特征与运作方式具有重要的理论意义和实践价值。
本文的主要贡献在于：一方面，较为完全地总结了传统供应链发展到BOSC阶段取得的进步，详细地阐述了传统供应链与BOSC在理论基础、运作方式、系统组合等方面的差别，总结了BOSC的主要研究方向。另一方面，分析了回收策略及模块化程度对BOSC利润的影响，在此基础上提出了基于价格折扣策略的BOSC利润模型，并对于该模型进行分析，说明改进的随机模型比原来的线性确定模型更具实用性。通过对改进后的模型的研究发现，采用价格折扣不一定是每一个生产商首选的促销手段，价格折扣选择不当会直接影响生产商的利润。总结了价格折扣、模块化程度以及回收价格各因素对BOSC利润的影响，对生产商采用适当的价格折扣策略以及回收策略以获得最大的收益具有指导意义。
In recent years, since the changing of the customers' demands, advancement of science & technology and enterprise competition, certain changes has happened to the customer's purchase characteristic. Just to say, the customer demands tend to multivarieties, small batches, short lifecycle, and short order delivered time. Faced with the above conditions, manufacturers have to give more attention to how to optimize the flow from purchasing, producing, distribution to retailing, and supervise the information stream, logistics effectively to enhance total level of the supply chain. Thereby, all the enterprises do their best to realize the flexibility and responsiveness of producing, and decrease the cost and so on.
The build-to-order supply chain (BOSC) strategy which aims at satisfying the customization through lengthening delivered time has recently attracted the attention of the manufacturers. The BOSC can reduce total cost of the supply chain by balancing delivered time, adopting postponement strategy and reducing the finished product stock. The research about the concept and characteristics of BOSC has recently attracted the attention of both researchers and enterprises. Thoroughly, researches on the characteristics and the operation of BOSC have the important theory significance and the practical value.
The main contribution of this thesis including: First, summarizing which progress beneficial has got from traditional supply chain developing to BOSC, expounding the differences in rationale, operation way, subsystem combination aspects between traditional supply chain and BOSC, providing the main research direction about BOSC research. On the other hand, the profit model on the condition of considering return policy and modular design under the BOSC environment was improved by considering the price discount, in which the character of BTO (build-to-order) can be expressed sufficiently. The result shows that price discount strategy as a kind of sales promotion means is not the first choice for every producer. Maybe it is harmful to the producers if they could not choose a suitable price discount strategy. And the producers can deal with the size of price discount and find the optimal return policy and modular design to get the maximum profit.
以个性化顾客需求为目的，以差异化延迟策略为手段的接单式生产(BTO)便成为许多公司的首选，通过平衡供货时间、降低成品库存进而降低供应链总成本。很多基于电子商务的企业开始专注于研究接单式生产供应链(BOSC)的概念、特点以及运作模式，以戴尔为代表的生产企业采用BOSC战略取得的优秀业绩吸引越来越多的企业采用BOSC，学术界也开始关注BOSC的相关研究。深入研究BOSC的特征与运作方式具有重要的理论意义和实践价值。
本文的主要贡献在于：一方面，较为完全地总结了传统供应链发展到BOSC阶段取得的进步，详细地阐述了传统供应链与BOSC在理论基础、运作方式、系统组合等方面的差别，总结了BOSC的主要研究方向。另一方面，分析了回收策略及模块化程度对BOSC利润的影响，在此基础上提出了基于价格折扣策略的BOSC利润模型，并对于该模型进行分析，说明改进的随机模型比原来的线性确定模型更具实用性。通过对改进后的模型的研究发现，采用价格折扣不一定是每一个生产商首选的促销手段，价格折扣选择不当会直接影响生产商的利润。总结了价格折扣、模块化程度以及回收价格各因素对BOSC利润的影响，对生产商采用适当的价格折扣策略以及回收策略以获得最大的收益具有指导意义。
In recent years, since the changing of the customers' demands, advancement of science & technology and enterprise competition, certain changes has happened to the customer's purchase characteristic. Just to say, the customer demands tend to multivarieties, small batches, short lifecycle, and short order delivered time. Faced with the above conditions, manufacturers have to give more attention to how to optimize the flow from purchasing, producing, distribution to retailing, and supervise the information stream, logistics effectively to enhance total level of the supply chain. Thereby, all the enterprises do their best to realize the flexibility and responsiveness of producing, and decrease the cost and so on.
The build-to-order supply chain (BOSC) strategy which aims at satisfying the customization through lengthening delivered time has recently attracted the attention of the manufacturers. The BOSC can reduce total cost of the supply chain by balancing delivered time, adopting postponement strategy and reducing the finished product stock. The research about the concept and characteristics of BOSC has recently attracted the attention of both researchers and enterprises. Thoroughly, researches on the characteristics and the operation of BOSC have the important theory significance and the practical value.
The main contribution of this thesis including: First, summarizing which progress beneficial has got from traditional supply chain developing to BOSC, expounding the differences in rationale, operation way, subsystem combination aspects between traditional supply chain and BOSC, providing the main research direction about BOSC research. On the other hand, the profit model on the condition of considering return policy and modular design under the BOSC environment was improved by considering the price discount, in which the character of BTO (build-to-order) can be expressed sufficiently. The result shows that price discount strategy as a kind of sales promotion means is not the first choice for every producer. Maybe it is harmful to the producers if they could not choose a suitable price discount strategy. And the producers can deal with the size of price discount and find the optimal return policy and modular design to get the maximum profit.
引文
[1] 马士华，林勇，陈志祥．供应链管理[M]．北京：机械工业出版社，2000
[2] 陈铭昆，BTO生产环境下供应链存货政策之研究[J]，Journal of the Chinese Institute of Industrial Engineers，2003，20(4)：398-410
[3] 李俊，物流配送流程的分析与再造——基于笔记型电脑产业的BTO／CTO分析：[学位论文]南京：东南大学，2004
[4] 姜大尉，按单定制供应链(BOSC)戴尔公司如何实施BOSC[J]，企业管理，2006，20(4)：127-130
[5] 世经，戴尔的供应链之谜[J]，采购与物流，2006．32页
[6] 常广庶，电子商务环境下的供应链采购策略研究[J]，计算机工程与应用，2005(25)：194-196
[7] 于少强等，基于电子商务物流供应链灵活定价[J]，大连海事大学学报，2006，32(1)：221-222
[8] 高雷阜等，基于价格折扣策略的供需协调模型[J]，物流科技，2004，28(114)：31-34
[9] 李院生等，基于模块化和延迟生产的供应链建模与优化[J]，中国机械工程，2005，15(11)：968-972
[10] 朱文藻，模块化设计技术在大规模定制中运用研究[J]，技术经济，2005(4)：63-64
[11] 高雷阜，随机需求下的价格折扣策略研究，运筹与管理[J]，2005，14(2)：42-46
[12] 倪沈冰等，制造业供应链流程模块化理论及其实证研究[J]，中国机械工程，2004，15(4)：313-316
[13] A., Gunasekaran, E. W. T. Ngai, Build-to-order supply chain management a literature review and framework for development, Journal of Operations Management, 2005, 23: 423-451
[14] Alessandria, T. M., Betties, R. A., Surviving the bulls and the bears: robust strategies and shareholder wealth, Long Range Planning, 2003(36): 13-35.
[15] Brunn, P., Mefford, R. N., Lean production and the Internet, International Journal of Production Economics, 1989, 3: 247-260.
[16] Bowers ox, D. J., Stank, T. P., Daugherty, P. J., Lean launch: managing product introduction risk through response-based logistics, Journal of Product Innovation Management, 1999(16): 557-568.
[17] Cravens, D. W., Piercy, N. F., Prentice, A., Developing market driven product strategies, Journal of Product and Brand Management, 2000, 9 (6): 369-388.
[18] Croom, S., Romonao, P., Giannakis, M., Supply chain management: an analytical framework for critical review. European Journal of Purchasing and Supply Management, 2000(6): 67-83.
[19] Eyre, A. V., Deshpande, V., Wu, Z., A postponement model for demand management, Management Science, 2003, 49 (8): 983-1002.
[20]Erhun, F., Tayur, S., Enterprise-wide optimization of total landed cost at a grocery retailer. Operations Research, 2003, 51(3):343-353.
[21]Fontanella, J, The web-based supply chain. Supply Chain Management Review, 2000,3(4):17-20.
[22]Forza, C, Salvador, F., Managing for variety in the order acquisition and fulfillment process: the contribution of product configuration systems. International Journal of Production Economics, 2002(76):87-98.
[23]Ghiassi, M., Spera, C, Defining the Internet-based supply chain system for mass customized markets. Computers and Industrial Engineering, 2003(45): 17-41.
[24]Glasserman, P., Wang, Y., Lead-time-inventory trade-offs in assemble-to-order systems. Operations Research, 1998,46(6):858-871.
[25]Jelassi, T., Leenen, S., An e-commerce sales model for manufacturing companies: a conceptual framework and a European Example. European management Journal, 2003, 21(1):38-47.
[26]Karkkainen, M., Increasing efficiency in the supply chain for short life goods using RFID tagging. International Journal of Retail and Distribution Management, 2003,31(10):529-536.
[27]Karkkainen, M., Holmstrom, J., Framling, K., Artto, K., Intelligent products-a step towards a more effective project delivery chain, Computers in Industry, 2003(50):141-151.
[28]Lee, H.L., Effective inventory and service management through product and process redesign, Operations Research, 1996,44 (1):151-159
[29]Mickey Howard, Joe Miemczyk, Andrew Graves, Automotive supplier parks: An imperative for build-to-order? Journal of purchasing and supply management, 2006(12):91-104
[30]Samar K. Mukhopadhyay, Robert Setoputro, Optimal return policy and modular design for build-to-order products, Journal of Operations Management, 2005, 23:496-506
[31]William J .Christensen, Richard Germain, Laura Birou, Build-to-order and just-in-time as predictors of applied supply chain knowledge and market performance, Journal of Operations Management, 2005, 23:470-481
[32]Sameer Prasad, Jasmine Tata, Manu Madan, Build to order supply chains in developed and developing countries, Journal of Operations Management, 2005, 23:551-568
[33]Young H. Chun, Optimal pricing and ordering policies for perishable commodities, European Journal of Operational Research, 2003(144): 68-82
[34]Z.Kevin Weng, Mahmut Parlar, Managing build-to-order short life-cycle products: benefits of pre-season price incentives with standardization, Journal of Operations Management, 2005(23):482-4
[2] 陈铭昆，BTO生产环境下供应链存货政策之研究[J]，Journal of the Chinese Institute of Industrial Engineers，2003，20(4)：398-410
[3] 李俊，物流配送流程的分析与再造——基于笔记型电脑产业的BTO／CTO分析：[学位论文]南京：东南大学，2004
[4] 姜大尉，按单定制供应链(BOSC)戴尔公司如何实施BOSC[J]，企业管理，2006，20(4)：127-130
[5] 世经，戴尔的供应链之谜[J]，采购与物流，2006．32页
[6] 常广庶，电子商务环境下的供应链采购策略研究[J]，计算机工程与应用，2005(25)：194-196
[7] 于少强等，基于电子商务物流供应链灵活定价[J]，大连海事大学学报，2006，32(1)：221-222
[8] 高雷阜等，基于价格折扣策略的供需协调模型[J]，物流科技，2004，28(114)：31-34
[9] 李院生等，基于模块化和延迟生产的供应链建模与优化[J]，中国机械工程，2005，15(11)：968-972
[10] 朱文藻，模块化设计技术在大规模定制中运用研究[J]，技术经济，2005(4)：63-64
[11] 高雷阜，随机需求下的价格折扣策略研究，运筹与管理[J]，2005，14(2)：42-46
[12] 倪沈冰等，制造业供应链流程模块化理论及其实证研究[J]，中国机械工程，2004，15(4)：313-316
[13] A., Gunasekaran, E. W. T. Ngai, Build-to-order supply chain management a literature review and framework for development, Journal of Operations Management, 2005, 23: 423-451
[14] Alessandria, T. M., Betties, R. A., Surviving the bulls and the bears: robust strategies and shareholder wealth, Long Range Planning, 2003(36): 13-35.
[15] Brunn, P., Mefford, R. N., Lean production and the Internet, International Journal of Production Economics, 1989, 3: 247-260.
[16] Bowers ox, D. J., Stank, T. P., Daugherty, P. J., Lean launch: managing product introduction risk through response-based logistics, Journal of Product Innovation Management, 1999(16): 557-568.
[17] Cravens, D. W., Piercy, N. F., Prentice, A., Developing market driven product strategies, Journal of Product and Brand Management, 2000, 9 (6): 369-388.
[18] Croom, S., Romonao, P., Giannakis, M., Supply chain management: an analytical framework for critical review. European Journal of Purchasing and Supply Management, 2000(6): 67-83.
[19] Eyre, A. V., Deshpande, V., Wu, Z., A postponement model for demand management, Management Science, 2003, 49 (8): 983-1002.
[20]Erhun, F., Tayur, S., Enterprise-wide optimization of total landed cost at a grocery retailer. Operations Research, 2003, 51(3):343-353.
[21]Fontanella, J, The web-based supply chain. Supply Chain Management Review, 2000,3(4):17-20.
[22]Forza, C, Salvador, F., Managing for variety in the order acquisition and fulfillment process: the contribution of product configuration systems. International Journal of Production Economics, 2002(76):87-98.
[23]Ghiassi, M., Spera, C, Defining the Internet-based supply chain system for mass customized markets. Computers and Industrial Engineering, 2003(45): 17-41.
[24]Glasserman, P., Wang, Y., Lead-time-inventory trade-offs in assemble-to-order systems. Operations Research, 1998,46(6):858-871.
[25]Jelassi, T., Leenen, S., An e-commerce sales model for manufacturing companies: a conceptual framework and a European Example. European management Journal, 2003, 21(1):38-47.
[26]Karkkainen, M., Increasing efficiency in the supply chain for short life goods using RFID tagging. International Journal of Retail and Distribution Management, 2003,31(10):529-536.
[27]Karkkainen, M., Holmstrom, J., Framling, K., Artto, K., Intelligent products-a step towards a more effective project delivery chain, Computers in Industry, 2003(50):141-151.
[28]Lee, H.L., Effective inventory and service management through product and process redesign, Operations Research, 1996,44 (1):151-159
[29]Mickey Howard, Joe Miemczyk, Andrew Graves, Automotive supplier parks: An imperative for build-to-order? Journal of purchasing and supply management, 2006(12):91-104
[30]Samar K. Mukhopadhyay, Robert Setoputro, Optimal return policy and modular design for build-to-order products, Journal of Operations Management, 2005, 23:496-506
[31]William J .Christensen, Richard Germain, Laura Birou, Build-to-order and just-in-time as predictors of applied supply chain knowledge and market performance, Journal of Operations Management, 2005, 23:470-481
[32]Sameer Prasad, Jasmine Tata, Manu Madan, Build to order supply chains in developed and developing countries, Journal of Operations Management, 2005, 23:551-568
[33]Young H. Chun, Optimal pricing and ordering policies for perishable commodities, European Journal of Operational Research, 2003(144): 68-82
[34]Z.Kevin Weng, Mahmut Parlar, Managing build-to-order short life-cycle products: benefits of pre-season price incentives with standardization, Journal of Operations Management, 2005(23):482-4