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가격의존 수요에 대한 공급사슬 협력정책의 수행성 분석

가격의존 수요에 대한 공급사슬 협력정책의 수행성 분석
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For the past two decades, the supply chain management (SCM) has received much attention as a leveraging tool for the competitiveness of the overall chain members. As the advanced information and transportation technology have made the perceived distance much shorter among the companies, the necessity of SCM has been also proliferated rapidly by intensified competition. Nevertheless, the integration and cooperation problems still remain as a hot issue since each company tends to pursue its own benefit without considering other parties in the chain, which causes conflicts of interest when constructing the cooperative relationship. In addition, the functional integration problem in operational and marketing activities has also been rising recently since the success in today’s competitive business environment is largely dependent on the degree of which the supply chain is capable of integrating across the companies and the traditional functional boundaries. In this environment, the strategies of realistic coordination hold a key to create more values in a given marketplace. The purpose of this research is to develop models for assessing several coordination mechanisms and to investigate their performance for leading the chain members to an adequate position. In this research, the supply chain consists of a single retailer and a single manufacturer, in which the end customer demand is assumed to be price-dependent in considering marketing activities. The retailer places orders for products according to an Economic Order Quantity (EOQ) policy, and the manufacturer produces them on a lot-for-lot basis. Mathematical models are constructed for three different types of demand functions, and four coordination mechanisms are examined in each demand function: a full coordination (FC) mechanism which is fully integrated in all chain members and functional boundaries, two types of partial coordination (PC1 and PC2) mechanisms which partially collaborate at different levels of operational and marketing integration, and a non-coordination (NC) mechanism in which the chain members pursue their own aims as independent companies. The solution procedures to determine the optimal retail prices and order quantities are developed for the coordination mechanisms in each demand function. Through extensive numerical experiments, the behaviors of the proposed mechanisms are analyzed and the differences are characterized according to the types of demand function
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