市场需求非平稳时共享销售商促销信息的价值

Value of sharing retailers' promotion information under unstable marketing demands in supply chain

研究了只有一个销售商和一个制造商组成的2层供应链系统.当市场需求与销售商的促销活动密切相关且为可变均值的正态分布时,即市场需求为非平稳变化时,建立了制造商共享销售商的未来促销计划信息和实时市场需求信息的数学模型.解析分析表明,共享非平稳市场需求信息对预防供应链中的牛鞭效应和降低制造商的平均库存与期望运行成本都有较大的价值,且其价值与市场的非稳定性成正比,最后通过一个仿真算例验证了解析分析的结论.

In a two-echelon supply chain system with one retailer and one manufacturer, the mathematical model of sharing the information of retailers＇ future promotion plans and real time marketing demands is constructed when the marketing demand is closely related to the retailer＇s promoting activities as well as the normal random distribution with varied means, that is called unstable marketing demands. The analytical analysis shows that information sharing has high value to prevent bullwhip effect in supply chain and to decrease manufacturers＇ average inventory level and the expected operation cost. Furthermore, the value has direct ratio with the degree of unstable marketing demands. Finally a simulation case demonstrates the correctness of analytical results.