Study On Response Time Model Of Supply Chain Based On Instant Customerization

In recent years, the product life cycle is shortened continuously, and the pursuit of customers for personalized custom products and services intense increasingly, prompting companies hope to lower the cost to meet the personalized needs of customers instantly, thus keeping a good position in the market. Instant customerization can implement low cost, zero time and personalization simultaneously, wining a huge competitive advantage for the enterpriseIn this paper, according to the characteristics of instant customerization, it used the research methods of the modeling and optimization, combined with empirical analysis to explore the decision-making of the supply chain response time and the supply chain revenue sharing under instant customerization, in order to realize the coordination of supply chain.Firstly, it expounds the change of production mode in the paper, from mass production and lean production to agile manufacturing and mass customization, then analyses and compares its connotation and forming background respectively, and introduces the features, operational framework and implementation strategy of instant customerization.Secondly, under the guidance of instant customization, considering the demand is sensitive to price and time, at the same time, price is affected by the response time, it designs a two-stage supply chain system which composed of one supplier and N retailers in this paper. The revenue function of centralized and decentralized supply chain has been established respectively. Centralized supply chain with the maximum profit as a target, and in the decentralized supply chain suppliers and retailers maximize their own profit as the goal. Under their respective goals, it determines the optimal response time and that centralized decision-making is more conducive to the development of the supply chain.Thirdly, in view of the conclusion that centralized supply chain is superior to the decentralized supply chian, it discusses the ways to realize centralized decision-making---Revenue Sharing Contract model. It can motivate suppliers and retailers to cooperation, achieving the effect of centralized decision-making. Under the revenue-sharing contract model, it designs a contract parameter of ω allocation mechanism. By establishing the profit function of supplier and retailers in centralized supply chain after introducing the contract parameter, it optimizes the optimal response time and supply chain profit. By comparing, it finds that revenue-sharing contract can make the supply chain to realize the overall coordination when contract parameters satisfy certain conditions.Finally, as an example of GE corporate, it makes an empirical analysis of the whole supply chain revenue sharing contract. Results proved the conclusion of theory research stage.It depicts the value of supply chain cooperation when suppliers and retailers make collective decisions quantitatively in the paper, and discusses the method for centralized decision-making model, which is practical and plays a guiding role of supply chain coordination, but also provides decision-making reference for instant customerization supply chain making effective competition in the high-speed operation market environment.