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从消费者效用出发,采用Multi-Agent的思想,建立了由消费者、制造商和供应商组成的供应链网络。通过构建计算实验模型,研究了消费者在具有不同偏好的情况下,制造商的外包策略。结果表明制造商应该针对不同的消费人群采取不同的生产策略。当消费者对商品质量的价值评价较高时,制造商应该自己生产高质量产品并以高价销售;反之,制造商应该外包产品。当消费者群体的差异化程度较大时,制造商应该将产品外包并以较高的价格销售;反之,制造商应该自己生产并制定较低的销售价格。
Starting from the utility of consumers, the idea of Multi-Agent is adopted to establish a supply chain network composed of consumers, manufacturers and suppliers. By constructing a computational experiment model, the manufacturer’s outsourcing strategy is studied when consumers have different preferences. The results show that manufacturers should adopt different production strategies for different consumer groups. When consumers value the quality of the goods higher, manufacturers should produce high-quality products themselves and sell them at higher prices; on the other hand, the manufacturer should outsource the products. When the consumer group is more differentiated, the manufacturer should outsource the product and sell it at a higher price; instead, the manufacturer should produce and set a lower sales price on its own.