摘要
供应链中断后,考虑消费者购买行为的基础上,融合市场营销、运营管理等领域的知识,构建基于Agent的仿真实验,形成顾客Agent、商店Agent、制造商Agent等模块,通过各个Agent间的交互与学习,考虑不同的顾客购买行为、缺货持续时间、缺货发生时的初始商店市场份额等因素,定量的研究一类商品的缺货对供应链各成员(零售商和制造商)各自市场份额的影响。通过展示结果,分别为零售商和制造商提供了一系列管理策略:缺货发生后,供应链各成员可以从相互合作中获益,如关注典型的顾客(对市场份额的改变造成显著影响的顾客)、关注具有较高品牌忠诚度的产品或具有较高商店忠诚度的顾客,另外,降低缺货持续时间的策略应谨慎使用。
In the event of supply chain interruption, considering the purchasing behavior of the consumers, and integrating the knowledge in the fields of marketing and operation management, etc., this paper builds an agent-based simulation experiment process with modules of the customer agent, store agent, and manufacturer agent, etc. Then through the interaction and learning among the agents, it considers such factors as the purchasing behavior of different customers, stockout duration, and the initial market share of the store when the stockout occurs, and quantitatively studies the impact of the stockout of a certain class of commodity on the respectively market share of the supply chain members（the retailer and manufacturer）. The result of the experiment has respectively provided a series of management strategies for the retailer and the manufacturer to the effect that, after the stockout occurs, members of the supply chain can benefit from mutual cooperation, such as focusing on typical customers（the ones capable of significantly changing its market share）, or on products with higher brand loyalty or customers with higher store loyalty. In addition, the strategy of reducing the stockout duration should be used with caution.
作者
张小玲
Zhang Xiaoling(Shenzhen Institute of Information Technology, Shenzhen 518172, China)
出处
《物流技术》
2018年第4期116-123,共8页
Logistics Technology
基金
广东省自然科学基金"多目标综合学习细菌觅食优化算法在模糊投资组合中的应用"(2016A030310074)
广东省高等职业教育品牌专业建设项目
关键词
零售商
供应链中断
顾客缺货反应
市场份额
AGENT
retailer
supply chain interruption
customer response to stoekout
market share
Agent
