存在顾客购买转移的双分销渠道订货与库存转运策略

Ordering and transshipment strategies of dual-distribution channels with customers switching

库存在渠道间的转运可以降低企业的缺货成本并提高对顾客的服务水平;当存在顾客购买转移时,双分销渠道的库存转运与渠道间的顾客竞争紧密相关,决策的复杂度增加.该文针对实行转运的情形,研究了存在顾客购买转移的网上商城与传统零售商的最优库存策略,以及均衡解存在的条件,并与不实行转运的情形进行对比分析.最后通过算例,指出存在顾客购买转移时,实行转运策略的优势.

Transshipment can decrease shortage cost and increase customer service level. When customers transfer to the other channel because of shortage, that is, there exists customers switching, the transshipmerit strategy of the dualistribution channel is based on the competition for customers. So decision processes are more complicated when there exists customers switching. In this paper, the optimal ordering strategy and equilibrium solution under transshipment condition are proposed, which are compared with those under non-transshipment condition. Further, we compare the profit of the dual channels under trans-shipment and non-transshipment strategies with given customer switching rate. The computational results indicate that transshipment is a better choice for decision-maker when there exists customer switching.