基于混合渠道的贴牌生产供应链决策优化研究.pdf

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
2011-03
南京航空航天大学硕士学位论文

摘要
根据经济发展要求,以快速市场需求响应、整体绩效最优、高市场渗透和覆盖率为显著特
征的混合渠道贴牌生产供应链已经成为时下的一种市场常态。
本文在充分借鉴前人有关研究成果的基础上,以定性分析与定量分析相结合的方法,借助
文献综述、博弈分析、数值算例仿真等具体手段,研究了混合渠道贴牌生产供应链的运作机理
和优化机制。首先,文章阐述了当前国内外关于混合渠道、贴牌生产、决策优化及委托代理相
关的研究现状及发展趋势,给出了文章的研究思路及框架。再次,构建三种渠道结构模式——
单一直销渠道、单一贴牌渠道和混合渠道,解析渠道转移作用下品牌溢价和成本优势这两个决
策参数对制造商与品牌商渠道模式的影响,求解混合渠道贴牌生产供应链的成立条件及优化机
理。通过混合渠道贴牌生产供应链分散决策方式与集中决策方式所得的博弈结果对比,讨论决
策方式优化的可能性,揭示混合渠道贴牌生产供应链决策优化方案——决策参数优化及决策方
式优化。接着,讨论私有信息分散形成的信息不对称情形,基于选定的最优化目标,分析潜在
的机会主义额外收益及客观的信息分布优势所引致的道德风险问题,再以同背景假设中的算例
量化求解得到混合渠道贴牌生产供应链道德风险的防范机制,以促成混合渠道贴牌生产供应链
参与双方合作的稳定持久。然后,阐述操作层面的管理重点及具体实施过程中的注意事项及指
导建议。最后,结论部分总结了本文所做的研究工作,提出有待进一步研究的问题。



关键词:混合渠道,贴牌生产,供应链管理,决策优化,道德风险
i
基于混合渠道的贴牌生产供应链决策优化
Abstract
As required by economic development, the Original Equipment Manufacturing supply chains
based on hybird Channels nowadays have e a popular pattern, featured with quick response to
market demand, the best overall systematic performance, high marketing ration and coverage.
Drawing on previous research, with both qualitative and quantitative analysis methods, like
literature review, game analysis, numerical simulation and other specific means, this paper focus its
task on the operation and optimization mechanism of Original Equipment Manufacturing supply chain
based on hybrid channel. Firstly, the existing literatures home and abroad about the referred focus
were analyzed. The structure and layout of this thesis were described. Secondly, three channel
structure models, namely, single direct sales channel, single Original Equipment Manufacturing
channel and hybird-channel channel was established. With the discussion regarding impact of the two
decision parameters, brand premium, cost advantage on channel decision-making of manufacturers
and branders under influence of channel transfer, we work out the feasible condition and optimization
mec