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论文编号：	596
作者编号：	2120061955
上传时间：	2008/6/20 0:05:35
中文题目：	具有退货物流的服装供应链协调研
英文题目：	Study on Coordination for Appa
指导老师：	李勇建
中文关键字：	服装供应链 退货政策 供应链协
英文关键字：	Apparel supply chain Return p
中文摘要：	随着信息技术的进步，数字产品日益深入人们的生活，数字产品免费样本 作为一种有效的营销方式也受到研究人员和业界人士的重视。样本大小是数字 产品免费样本的一个重要属性，它不仅影响数字产品传播速度，而且影响购买 完整版数字产品消费者的数量，当前对免费样本的研究集中于实物产品免费样 本，而数字产品免费样本有其自身特殊性，比如传输费用低、复制成本低等， 此外，供应商对数字产品免费样本使用情况的控制能力也影响样本大小的制定， 因此很有必要研究数字产品免费样本大小的制定。 按照供应商对数字产品免费样本的控制能力不同，本文将数字产品分为两 类：一、供应商不能或很难控制免费样本的数字产品；二、供应商可以控制免 费样本的数字产品。本文对应这两类数字产品研究两个问题：一、数字产品免 费样本大小制定的基本问题；二、数字产品供应商可以控制使用免费样本惩罚 时样本大小的制定。问题二与问题一的区别是：供应商可以对免费样本的消费 者施加影响。 消费者以最大化效用为决策准则，数字产品供应商以最大化数字产品生命 周期内的收益为决策准则。供应商首先决策，制定完整版定价、免费样本大小 和对使用免费样本消费者的惩罚，这些决策影响数字产品传播和消费者决策， 从而影响消费者需求函数。本文针对研究的两个问题建立数字产品供应商的决 策模型，并分析数字产品生命周期、免费样本大小对创新系数的影响因子等参 数对供应商决策及收益的影响，得出对实践有指导意义的结论。
英文摘要：	Digital product plays a more and more important role in our life with the advancement of IT. Scholars and enterprisers pay much attention to free digital product sample which has been proved effective as a marketing method. Sample size is the most important characteristic of free digital product sample as it does not only affect the diffusion rate of digital products, but also affect the potential demand for the unabridged digital products. At present, almost all the research about free sample focuses on physical products. Be a contrast to physical products, digital product has its own characteristics, such as low transfer cost, low replication cost etc. Besides, suppliers’ control on free sample also affect the decision of free digital product sample, so it is necessary to do some research on the free sample size of digital products. According to the control degree on free sample, we classify digital product to two categories. For the first category, digital product provider can not exert any affect on the use of free sample, and for the other, provider can exert affect on free sample easily. Corresponding to the above categories, we study two issues in this paper, first, how to determine the optimal free sample size when the digital product provider can not control the users of free sample; second, how to determine the optimal free sample size when the digital product provider can control the users of free sample. The difference between these two issues is that provider can affect the use of free sample in the second issue. Digital consumer acts to maximize their utilities, and provider make decisions to maximize his profit in the lifecycle of the digital products. Provider sets the free sample size, price of unabridged digital product, and the punishment on free sample users to maximize his profits. We construct two decisions models of digital product provider, and analyze the sensitivities of lifecycle and effect of free sample size on innovation rate to get some insightful managerial implications.
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