基于顾客价值的定制产品供应链运作策略

Operation Strategy of Customized Product Supply Chain Based on Customer Value

在供应链竞争下,定制产品供应链面临着如何协调成员关系、获取竞争优势的考验。文章在构建溶入定制的供应链成本模型,以及求解供应链的最佳运作周期的基础上,借助基于Shapley值的成本分摊,实现供应链联盟的稳定组建及在优势竞争策略上的协同一致。基于顾客价值因素,构建了供应链竞争的博弈模型,并求得纳什均衡。基于链上各成员的成本投入、定制贡献、质量可靠性,构造了定制能力综合权重因子,并以此实现合作博弈利润的合理、公正分配。给出了一种定制产品供应链的系统化动态运作策略。

Under the competition of supply chain, the supply chain of customized products faces the challenge of how to coordinate the relationship among members and gain the competitive advantage. On the basis of building customization supply chain＇ s cost model and solving the supply chain＇ s optimal operation cycle, this paper recurs to the cost allocation based on Shapley Values algorithm to help the members form the stable supply chain alliance, and achieve coordination on supply chain strategy that has the competition advantage. Based on the customer value factors, the paper builds the game model of supply chain competition and obtains the Nash equilibrium. Based on cost inputs, customization contribution, quality and reliability of the supply chain members, the paper also constructs customization capability comprehensive weight factor to allocate cooperation game＇ s profits reasonably and impartially. Finally the paper offers a systematic dynamic operation strategy of customized products supply chain.