基于初创企业的双渠道供应链超网络均衡研究

Research on equilibrium of dual-channel supply chain super-network based on start-up companies

针对初创企业产品品牌宣传策略的最优化问题,对围绕上下游企业及消费者多方共处的线上线下双渠道供应链超网络的均衡进行研究,构建了三层供应链超网络模型,提出了应用变分不等式原理以及修正投影算法进行求解的方法。然后,以某豆浆机初创企业为例进行了实例分析,从定量分析的角度,得出了令人满意的品牌宣传最优策略方案。最后,通过对客户关系价值权重等主要参数的灵敏度分析,以定量的方式获得了双渠道供应链上各参与者在品牌宣传策略中投入与产出的最优值,其研究方法与分析结果可望实质性地指导初创企业线上线下双渠道产品品牌的宣传与推广工作。

Aiming at the optimization of product brand promotion strategies for start-up companies,the balance between dual-channel supply chain super networks with upstream and downstream companies and consumers was studied.The three-tier supply chain super-network model was constructed which is including manufactures,retailers and customers.and a modified projection algorithm was suggested.After that taking a soybean milk machine start-up company as an example to analyze the case,from the quantitative analysis point of view,a satisfactory brand promotion strategy was obtained.Finally,through the sensitivity analysis of the main parameters such as customer relationship value weight,the optimal value of input and output in the brand promotion strategy of the participants in the dual-channel supply chain is obtained quantitatively.The research methods and results can be hoped to substantively guide promotion of online and offline dual channel product brands for start-ups.