Inventory Strategy Of Dual-channel Supply Chain Of H Company With Considering Consumer Preferences

With the development of the Internet,more and more companies expanded online channel on the basis of the traditional offline distribution to exploit market demand and enlarge market share,then formed a dual-channel distribution model.In the course of H company operation process,generally adopt decentralized management model for ordering and inventory management,H company and retailers usually by market demand forecasting to do the inventory decision for each channel of H company,does not take the customer preferences of channels and uncertainty of the market into consideration,so that for electrical appliances product inventory backlog or partial shortage problem.This paper takes the dual-channel distribution of H company,a home appliance manufacturer,as the research object.Aiming at solving the inventory problem of H company,this paper builds a dual-channel inventory model considering with three aspects,the consumer preference,market demand and inventory decisions,to determine the optimal inventory quantity and the selection of optimal inventory mode for H company,traditional retailor and centralized inventory management mode.(1)This paper analyzes the current operation situation and decentralized inventory management mode under the dual-channel supply chain of H company.Analyze the influencing factors of consumer preference,then sort out the relevant factors for the product and inventory problems of H company,then construct the consumer preference function and demand function.Considering the influence of consumer preference and market uncertainty on inventory level in the meantime,the decentralized inventory management model of dual-channel supply chain is established to determine the optimal single-cycle inventory and corresponding expected profit level of the dual-channel supply chain of H company.(2)Under the distributed inventory management mode,through data experiment of certain type of air-conditioners,this paper analyses the effect of the change of consumer preference and market demand uncertainty on the channel expected profits and inventory level decision,then summarize the deficiency existing in this mode.And construct an inventory decision model for the centralized inventory management mode,analyze the solution of the new mode.Judge whether H company can adopt the centralized inventory management mode,to improve the above deficiencies,and ensure the stability and efficiency of the dual-channel.(3)Through the solution and analysis of the model,this paper can reach the following conclusions:under the decentralized inventory management mode,the channel competition between H company and its retailers,the inventory decision of dual-channel supply chain is very sensitive to the change of market demand and consumer preference,the stability of this model is much poorer.And the centralized inventory management mode,the optimal inventory and expected profit channel is relatively stable as the change of demand and consumer preference.With the increasingly uncertainty in market demand and significant consumer preference,the centralized inventory management mode of dual-channel supply chain is more advantageous for the long-term development of the H company.This paper contains 21 graphs,14 charts and 70 references.