动态竞争环境下基于客户价值的物流终端设施优化模型

An Optimization Model of Logistics Terminal Facility Based on Customer Value in Dynamic Competitive Environment

在市场上已经存在竞争者物流终端设施的条件下,对企业物流终端设施的选址及其硬件水平、服务水平和产品价格决策进行了研究。考虑服务水平、物流成本、产品价格间的关系及其对企业经营目标和客户决策的影响,构建了以物流终端设施硬件水平、服务水平、产品价格、沟通便利性和距离为影响因素的效用函数,进而基于客户价值差异建立了动态竞争环境下以企业为领导者、以竞争者为跟随者的物流终端设施优化双层规划模型。针对双层规划模型和多目标优化的特点,以带精英策略的快速非支配排序遗传算法为基础设计了迭代求解算法。最后,通过算例对模型进行验证,结果表明企业在优化目标下能够有效平衡产品价格和服务水平并在满意的利润水平下获得了比竞争者更多的市场份额。

We addressed the problem of locating logistics terminal facilities and deciding their hardware levels, service levels and product prices where there has already existing competitor＇s facilites. Considering not only the relations among service level, logistis cost and product price but also their effects on both of business objective and customer decision-making, we put forward the utility functions that containing the influencing factors of hardware level, service level, product price, communication convenience and distance of logistics terminal facility. Then, we established a hi-level programming model for optimizing logistics terminal facilities in dynamic competitive environment based on the difference of customer values on the premise of the enterprise is as the leader and the competitor is as the follower. Furthermore, we designed an iterative algrithm based on elitist and fast non-dominated sorting genetic algorithm according to the features of the bi-level programming model and the multi-objective optimization. Finally, we put forward a numerical example to verify ＂the validity of the model, and the result shows that enterprise can strike an effective balance between product price and service level, and gain more market share than that of the competitor with the satisfactory profits.