导　　师： 周永务;周意平

学科专业： 1201

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 随着电子商务的迅猛发展，网络作为一种销售渠道已经被越来越多的企业所采用，网络电子购物也得到了更多消费者的认可。电子商务市场的出现对供应链企业的订货策略及协调策略带来了新的理念，目前已经成为企业界和学术界关注的热点之一。本文以X公司供应链管理现状及存在的问题出发，结合电子商务环境下不同供应链运作模式，对X公司的订货策略和协调策略的变化分别进行了分析研究。 本文首先对基于分散库存管理模式的X公司案例进行了分析，参考已有的库存研究成果，构建了电子商务环境下X公司的供应链结构模型，在此基础上分别对X公司的最优订货策略和最大化利润进行了研究。通过构建电子商务市场环境下供应链双方的利润函数模型，研究了协调策略的变化，并进一步分析了各变量参数对供应链各主体的影响，得到了一些管理启示。最后针对X公司的实际情况，对比分析了不同供应链运作模式下的经营策略，得出了X公司的最优决策方案。通过本文的研究，揭示了电子商务市场下供应链运作模式对于企业的参考价值，有利于从不同角度理解电子商务环境下不同供应链运作模式的内涵。 With the rapid development of electronic commerce, Internet as a sale channel has beenadopted by more enterprises than before, and the electronic shopping has been recognized bymore consumers. The emergence of e-commerce market brought new concept for allenterprises in ordering strategy and coordination strategy, the business and academia hasfocused on the hot issues. This paper starting from the supply chain management status andproblems of X Company, and combining with different supply chain mode of operation ine-commerce environment, analyzed the best order policy and coordination strategy of XCompany. With the existing inventory research results, this paper analyzed the case of X Companyof decentralized inventory management model, and constructed supply chain structure modelof X Company. And the optimal order strategy and profit maximization has been also studiedrespectively. Through the construction of profit function model of e-commerce marketenvironment in the supply chain, the coordination strategy has been studied. And furthermore,the paper analyzed the variables effect for supply chain, and obtained some inspiration tomanagement. Finally, according to the actual situation of X Company, the paper comparedbusiness strategy of different supply chain operation mode, and obtained some optimaldecision scheme. Through this study, it reveals some reference value for the enterprise inelectronic commerce markets, it is benefit to understand supply chain operation patternconnotation from different angles under electronic commerce environment.

关 键 词： 供应链管理 双渠道 不同库存运作策略 网络直销渠道 供应链一体化

分 类 号： [F253.4]

领　　域： [经济管理]