客户价值导向的竞争性物流网络双层规划模型

Bi-level Programming Model of Competitive Logistics Network Oriented by Customer Value

在客户需求具有弹性及市场上已存在竞争企业的条件下,考虑服务水平、物流成本、产品价格之间的相互作用以及服务水平、产品价格对客户选择的影响,建立了包含服务水平、产品售价、沟通便利性、距离等影响因素的效用函数。在此基础上以客户价值差异为前提,进一步提出了同时确定物流网络结构、服务水平及产品售价的物流网络双层规划模型。上层规划的优化目标分别为最大化一定服务水平要求下的VIP客户的利润、最大化一定盈利水平要求下的战略客户的销售量,最大化潜力客户的销售量;下层规划的优化目标为最小化分销中心上游物流网络的总成本。最后,通过算例验证了模型的有效性,算例结果表明企业在满意的利润水平下可获得更多的市场份额并且有效地平衡产品价格和服务水平这对矛盾体。

Under the conditions of elastic customer demand and pre-existing competitors in the market, we established the utility function containing the influencing factors of service level, price, communication convenience and distance considering not only the interactions among service level, logistics cost and price but also the influences of service level and price on customer choice. In the premise of the difference of customer values, we further put forward a bi-level programming of logistics network that seeks to determine structure of logistics network, service level and price simultaneously. The objectives of the upper planning are maximizing the profits of VIP customers under the requirement of service level, maximizing the sales volume to the strategic customers under the requirement of profit, and maximizing the sales volume of potential customers. The objective of the lower planning is minimizing the total costs of logistics network upstream of distribution centers. At last, a numerical example is put forward to verify the validity of the model, the results show that the enterprise could gain more market share with satisfactory profits, and could strike an effective balance between price and service.