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研究生:李泰輝
研究生(外文):Tai-Huei Lee
論文名稱:供應練行銷通路層級架構設計之研究
論文名稱(外文):Channel Design of the Supply Chain Network
指導教授:林君維林君維引用關係
指導教授(外文):Chun-Wei R. Lin
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:工業工程與管理研究所碩士班
學門:工程學門
學類:工業工程學類
論文種類:學術論文
畢業學年度:91
語文別:中文
論文頁數:88
中文關鍵詞:供應鏈管理行銷通路模糊評選穩健最佳化。
外文關鍵詞:Supply chainMarketing chainFuzzy theoryRobust Optimization
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針對行銷通路,本研究將透過供應鏈的觀點,發展出一套模糊穩健設計架構 ( Fuzzy Robust Design Framework),來探討企業在決定行銷通路的過程中,面對不明確的需求及消費者要求的不同所產生的變動,如何以最低成本、最大的通路產能彈性及符合高可靠度產品的要求,透過模糊評選挑選最適當之行銷通路成員,經由穩健最佳化模式( Robust optimization )決定其結構,以達成企業要求的目標。經由研究結果發現,所設計之供應鏈行銷通路層級架構,能因應消費者需求的變動及市場環境的改變。
The competition that enterprises confront in recent years is getting much keener, especially products marketing. Owing to this major importance, enterprises are eager to strive for lasting vantage through 4P, such as Products, Price, Promotion, and Place. Today, place, also named marketing channel, is regarded to possess greater potential and uniqueness than others to help enterprises improve and maintain the predominance during the competition.
The main purpose of this research is to figure out how enterprises deal with customers’ uncertain demands and unexpected variables by the lowest cost, greatest capacity and most reliable products during the process of deciding the best marketing channels. A theory called “ Fuzzy Robust Design Framework ” is researched through the perspective of the supply chain. The framework will indicate that how enterprises control overall situations and reach future goals ideally through making accurate decisions of marketing channels by Fuzzy selections and adapted structures by Robust Optimization. Ultimately, the result of this research will point out that the framework of marketing channels established by supply chain can offer enterprises great assistance and flexibility to cope with any sudden changes resulted from consumers and market.
第一章緒論............................................................................................................1
1.1 研究背景與動機..............................................................................................1
1.2 研究目的..........................................................................................................2
1.3 研究範圍與限制..............................................................................................3
1.4 研究方法與架構..............................................................................................4
第二章文獻探討...................................................................................................6
2.1 供應鏈管理......................................................................................................6
2.1.1 供應鏈定義...........................................................................................6
2.1.2 供應鏈模式文獻回顧...........................................................................8
2.2 行銷通路結構................................................................................................10
2.2.1 行銷通路定義.....................................................................................10
2.2.2 通路結構內涵.....................................................................................11
2.2.3 通路結構分類.....................................................................................11
2.3 穩健最佳化之探討........................................................................................13
2.3.1 穩健最佳化模式.................................................................................13
2.3.2 情境分析之定義.................................................................................15
2.4 模糊理論.......................................................................................................16
2.4.1 模糊集合............................................................................................16
2.4.2 歸屬函數............................................................................................18
2.4.3 模糊推論.............................................................................................19
2.4.4 解模糊化............................................................................................20
2.5 類神經網路...................................................................................................21
2.5.1 倒傳遞類神經網路............................................................................22
第三章問題分析與模式建立.............................................................................25
3.1 問題分析.......................................................................................................25
3.2 符號說明.......................................................................................................27
3.3 行銷通路穩健最佳化解析模式...................................................................29
第四章供應鏈行銷通路層級架構設計說明.....................................................33
4.1 供應鏈行銷通路成員模糊評選決策...........................................................33
4.2 供應鏈行銷通路樹狀結構決策...................................................................50
4.3 供應鏈行銷通路層級架構設計數值範例...................................................52
4.3.1 供應鏈行銷通路成員模糊評選決策範例........................................52
4.3.2 供應鏈行銷通路樹狀結構決策範例................................................61
第五章模擬實驗與績效分析.............................................................................68
5.1 模擬實驗相關設定........................................................................................68
v
5.1.1 供應鏈行銷通路成員相關資料之設定.............................................68
5.1.2 模擬實驗因子之設定.........................................................................69
5.2 敏感度分析....................................................................................................71
5.3 本章結論........................................................................................................78
第六章結論與建議.............................................................................................79
參考文獻.....................................................................................................................80
附錄一.........................................................................................................................84
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