摘要随着经济和信息技术的飞速发展，供应链与大规模定制的竞争形势越来越严峻，学者在相关方面的研究也很丰富。本文在前人研究大规模定制和供应链定价的基础上，研究在 大规模定制的环境下，供应链最优定价与模块化策略。考虑由制造商、零售商和消费者组 成的单一供应链下，从退货处理的方向，分析 M 模式（制造商处理消费者退货）和 R 模 式（零售商处理消费者退货）两种情况。由需求函数模型、模块化成本函数和退货函数模 型，构建利润函数，求得最优零售价格、模块化程度以及利润等，通过博弈分析两种模式 的最优解以及各方函数，分析价格、模块化程度等对利润的影响。结合数值算例分析法、 图表分析法，分析定价、模块化与各方利润、参数之间的关系，研究制造商零售商最优决 策方案。79047

毕业论文关键词  定价策略   退货策略   大规模定制   服务科学  博弈论

Title  Pricing Strategy and Modular Policy in a Supply Chain Based on Mass Customization Program         

Abstract With the rapid development of economy and information technology, supply chain and mass customization competitive situation have become more serious, researchers in related areas are also very abundant。 In this paper, mass customization and supply chain pricing based on previous studies, studies in mass customization environment, supply chain optimal pricing and modular strategy。 Considering by the manufacturers, retailers and consumers, consisting of a single supply chain, the direction from the return process, analyze M mode (manufacturer's address consumer return) and R mode (retailers deal with consumer return) two cases。 The demand function models, modular cost function and return function models and constructing profit function get the optimal retail price, modularity and profits by game analysis modes optimal solution and the parties to function, price analysis, the modular degree on profits。 Cases analysis and numerical calculation, chart analysis, analyze the relationship between pricing, modular and profits between the parties and the relationship between the parties demand functions and research and production retailer optimal decision scheme。

Keywords Pricing  strategy return  policy mass  customization service  science  game theory 

目 次

1 引言 1

1。1 研究背景 1

1。2 研究现状 1

1。3 论文创新之处 4

1。4 主要研究内容和研究方法 4

2 问题描述与基本模型 5

3 最优定价与模块化决策 7

3。1 制造商负责回收模式下最优决策模型(M 模式） 7

3。2 零售商负责回收模式下最优决策模型(R 模式) 8

3。3 两种模式比较分析 10

4 数值分析