需求信息更新条件下易逝品供应链期权协调契约研究
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摘要
易逝品是指具有生产提前期比较长、销售季节比较短、季末残值比较低、市场需求不确定性大等特点的一类产品的总称。随着科学技术的迅猛发展,企业创新速度越来越快,产品生命周期逐渐缩短,越来越多的产品具有易逝品的特点,比如,创新型和创意型产品,使得易逝品逐渐成为国民经济的主要组成部分。此外,随着人们生活水平的提高,顾客需求逐渐趋向多样化和个性化,要求的服务水平也有所提高,使得易逝品的市场需求不确定特性更加突出,导致需求预测难度增加而精度降低,制造商生产和零售商订货都将失去可靠依据,供给和需求更难实现匹配和平衡,这种不匹配要么造成产品缺货,要么造成产品积压。这对易逝品供应链上各企业都将是急需解决的重要问题。
     需求信息更新条件下的两阶段生产和订货策略就是在这种背景下提出的:零售商发出初始订单后,制造商启动生产应对其订购需求;然后,零售商更新需求预测,并调整其初始订货量,制造商据此确定是否需要启动第二轮生产。但需求信息更新条件下的两阶段生产和订购策略必须面对一个问题:销售季节一旦开始,订货量将无法修订,零售商需要承担订货过多的风险。虽然可以考虑销售季末退货或者提供滞销补贴,但制造商接受零售商的退货或者为零售商提供滞销补贴,就意味着自己要承担生产过多的风险,并且退货过程是有形的,必将产生装卸、运输等物流成本和时间等机会成本。
     然而,如果生产提前期内零售商在常规订货的基础上购买一定数量的期权,销售季节来临时,根据实际需求情况确定是否执行期权以及执行的数量,即可回避订货过多的风险。虽然零售商执行期权的过程在本质上也属于“退货”(执行期权后的剩余产品即相当于“退”给了制造商),但其过程是无形的,不会产生任何额外的成本;对于“退货”,零售商已经通过支付“期权购买价格”为制造商分担了一部分风险。这意味着期权契约能够实现风险共担和收益共享,因此,被广泛应用到需求信息更新型的供应链决策中。本文在已有研究基础上,针对单一制造商和单一零售商组成的易逝品二级供应链,在需求信息更新条件下不断变化期权购买与执行的决策点位置,以挖掘期权契约应用的新形式,为供应链成员建立合作伙伴关系提供新的选择,共作以下四个方面的研究:
     (1)针对零售商销售季节前夕可以知道准确需求信息的情形,考虑销售季节前夕需求预测信息更新后执行期权:提前期开始时刻,零售商根据制造商发布的价格确定固定订购量和期权购买量,制造商据此安排生产计划,需求预测更新后,零售商确定期权的执行量,制造商根据零售商的交货请求以准时制形式响应。
     (2)针对零售商提前期内无法知道准确需求数据、但仍然愿意发出固定订单的情况,考虑需求预测信息更新后购买期权:提前期开始时刻,零售商根据制造商发布的价格政策确定固定订购量;需求预测更新后,零售商确定是否需要购买期权及购买类型。
     (3)针对零售商提前期内无法知道准确需求数据、且不愿意发出固定订单、希望延迟购买的情况,考虑以纯期权模式订货:提前期开始时刻,零售商根据制造商发布的价格政策确定期权购买量,需求预测更新后,零售商根据最新信息确定是否需要调整期权的购买量,销售季节来临时,零售商执行期权以满足市场需求。
     (4)针对销售季节中两阶段需求相关的情形,考虑了制造商满足零售商订货需求的模式选择问题:零售商在提前期内确定固定订购量和期权购买量,并承诺最小期权执行量。销售季节中,首先交付固定订购量以满足第一阶段市场需求;根据第一阶段的需求满足情况,零售商确定期权的执行量以满足第二阶段的市场需求。制造商根据零售商的决策确定普通模式和昂贵模式的生产数量。
     针对以上四种情形,分别得到如下结论:
     (1)需求预测更新后制造商以准时制模式响应零售商的期权执行数量时,供应链可以得到协调;但是单向期权只能让零售商受益,而制造商将遭受重大损失;双向期权可以使二者的期望利润都得到帕累托改进。
     (2)需求预测更新后制造商以库存制模式响应零售商的期权购买请求时,供应链可以实现协调,并且可以使两成员收益均得到改善;单向期权比双向期权易执行,双向期权比单向期权更具柔性。
     (3)在需要预测信息即时更新的前提下考虑以纯期权形式订货并赋予其数量柔性时,契约参数的合理设置能够使供应链系统在其成员间任意分配,系统利润增量的具体分配与成员的谈判能力和风险偏好特点相关;期权契约下的需求预测更新时刻比没有协调契约下的预测更新时刻更接近销售季节。
     (4)销售季节中两阶段需求相关时,考虑结合价格折扣策略以分段形式购买和执行期权,此种形式的期权契约可以实现供应链协调,但是制造商从协调中一无所获;但在引入退货策略后,期权契约不仅能够供应链得到协调,还可使两成员有利可图;两阶段需求相关性越高,系统利润越高,供应链利润最大化时所对应的两阶段分界点越靠前。
Perishable goods are those with long lead time, short product life cycles, low salvagevalue and highly unpredictable demands. With the rapid development of science andtechnology, innovation is promoted faster than before and then the product life cycle isgradually shortened, as a result, more and more products have the characteristics of perishablegoods, which mean the perishable goods have become an important part of national economy.Besides, with the improvements of living standards, customer demand tends to diversificationand personalization, and customers require a higher service level. These two features leads toa more highly unpredictable market demand, which cause the demand forecast more difficultand the accuracy of forecast decreases. Therefore, both the manufacturer and the retailer losethe reliable basis for their own decisions, and it is difficult for the supply and the demand toachieve consistent. The mismatch will result in overstock or shortage, both of which areimportant issues that supply chain members have to resolve.
     The two-stage production and order policy with demand information updating developsin this context, and it means the retailer has an opportunity to adjust its order level accordingto the updated forecast information before the season begins, and the manufacturer will start asecond run of production to meet the retailer’s second order. However, the policy has to face adifficulty that the retailer has no opportunity to adjust its order level once the selling seasonbegins and it has to bear the risk of excessive ordering. Maybe the manufacturer allows theretailer to return the unsold products at the end of selling season, or provides subsidies for theoverstock products. Obviously, this means the manufacturer has to bear the risk ofoverproduction. Moreover, the return process is visible and it must bring logistics cost such ashandling cost and transportation cost, and opportunity cost due to time consumption.
     Nevertheless, if the retailer purchase some options along with the firm orders andexercise the options according the actual market demand, there will be no overstock risk. Theprocess of exercising options is that of returning products in essence, but it doesn’t bringbuyback cost; moreover, the risk of overproduction for the manufacturer has been shared bythe retailer through the option price. Thus, option contracts can achieve risk-sharing and alsorevenue-sharing and has been applied in the supply chain coordination with demand information updating. This dissertation focuses on a two-stage supply chain withsingle-manufacturer and single-retailer and introduces option contracts to coordinate thesupply chain, considering changing decision-making position of option purchase and exercise,excavates new form of option application, and provides new choice for the supply chainmembers to develop partner relationship. Overall, the dissertation considers four cases:
     (1) Exercise the option purchased at the beginning of the lead-time after the demandforecast information is updated just before the selling season starts: at the beginning of thelead-time, the retailer places firm orders and purchases some options at the same time. Themanufacturer then organizes the production plan; after the demand forecast updates, theretailer decides the quantity of options to exercise, and the manufacturer prepares for thedelivery of the products, purchased by exercising options, with just-in-time mode.
     (2) Purchase a few quantities of options after the demand forecast is updated, whichmeans the option purchase is separated from the firm order: the retailer just places firm ordersat the beginning of the lead-time, and buy some options to adjust the firm order after thedemand forecast is updated. When the selling season comes, the retailer observes therealization of the actual demand, and decides whether to exercise and the correspondingquantity of options to exercise.
     (3) Purchase products completely through options: the retailer place option orders at thebeginning of the lead-time, and adjust the quantity of options after the demand forecastupdates. At the very first beginning of the selling season comes, the retailer observes therealization of the actual demand, and decides the quantity of options to exercise.
     (4) Consider the two-stage production and order policy in the context that the demand inthe two stages is correlated: the retailer places firm orders for the first-stage demand of sellingseason and purchase some options preparing for the second-stage demand of the sellingseason. During the selling season, which is divided into two unequal lengths, the retailersatisfies the first-stage demand with the products delivered by firm order, observes therealization of the first-stage demand, and decides the specific quantity of options to exercise.The manufacturer delivers the products for the second-stage demand with just-in-time mode.
     The corresponding conclusions for the above four cases are as follows:
     (1) When the retailer exercises options after the demand forecast is updated and the manufacturer delivers the products with just-in-time mode, the supply chain can becoordinated. However, the unidirectional option contracts just benefits the retailer, and themanufacturer is worse off and always keeps negative profit. Oppositely, the bidirectionaloption contracts not only maximizes the total supply chain profit but brings Paretoimprovements for the profits of both the manufacturer and the retailer.
     (2) When the retailer purchases options after the demand forecast is updated, to adjustthe firm order, supply chain coordination can be realized. Both the unidirectional option andthe bidirectional option contracts are effective. The former is easier to administrator and thelatter is more flexible.
     (3) When the retailer places no firm orders and just purchase options to reserve capacity,the contracts can be designed to coordinate the supply chain. Moreover, the designedcontracts can allocate the system profit arbitrarily between the manufacturer and the retailer.The allocation of additional profit from coordination is related to the negotiating power andrisk-adverse characteristics of the supply chain members.
     (4) When the demands in the two stages of the selling season are correlated, optioncontracts can be designed with piecewise form, which means the retailer should commit aminimum quantity that he would exercise and the commitment makes the retailer enjoys aprice discount for both option purchase and option exercise. This kind of policy cancoordinate the supply chain; however, the manufacturer earns nothing from coordination andkeeps zero profit under the option contracts. Nevertheless, when the manufacturer allows theretailer return unsold products at the end of the selling season, the supply chain could becoordinated. Moreover, the correlation parameter of the demands in the two stages has apositive effect on the supply chain profit, the higher the parameter is, and the earlier thesecond-stage decision point is.
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