由系統動力學觀點探討創新性產品之供應鏈管理策略-以一個自創品牌的數位相機製造公司為例

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研究生：	賴信杰 Sin-Jie Lai
論文名稱：	由系統動力學觀點探討創新性產品之供應鏈管理策略-以一個自創品牌的數位相機製造公司為例 A System Dynamics View of Supply Chain Management Strategies for Innovative Products-A Case Study on a Digital Camera Manufacturing Company
指導教授：	林福仁 Fu-Ren Lin
口試委員:
學位類別：	碩士 Master
系所名稱：	科技管理學院 - 科技管理研究所 Institute of Technology Management
論文出版年：	2006
畢業學年度：	94
語文別：	英文
論文頁數：	112
中文關鍵詞：	供應鏈管理、系統動力學、創新性產品、新產品研發
外文關鍵詞：	supply chain management, system dynamics, innovative products, new product development
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現今的企業面臨越來越激烈的競爭環境以及多變的需求，因而使得供應鏈管理變成一個重要的議題。根據文獻指出，成功的供應鏈策略必須考量其產品特性，因此本篇研究即是針對創新性產品的供應鏈策略進行討論。
首先，本研究以相關文獻為基礎，提出一個供應鏈管理架構，此架構下包含了新產品研發、生產、及零售三個子系統，透過系統動力學的建模方法以及與個案公司的訪談下，建立起一個完整的系統動力學模型，並根據此模型進行模擬與分析。
本研究發現，提供給零售商之毛利以及零售商的特性，對於創新性產品之獲利具有顯著性的影響。另外，當公司面臨經營困境與需求衰退時，能夠快速反映市場變化的資訊系統將扮演起關鍵的角色。最後，本研究亦發現，提供給零售商之毛利與產品之吸引力間，並無明顯的交互作用影響，而當提供給零售商的毛利較低時，產品品質則是另外一個吸引零售商的關鍵。
本研究的主要貢獻，在於幫助管理者更加的瞭解到，有哪些因素會影響到創新性產品的供應鏈策略考量，以利管理者在決策上有所依據。

This study investigates the supply chain management strategies for innovative products. The dynamic system of a supply chain consists of three subsystems: new product development, production, and retailing. We model and analyze supply chain strategies and policy combinations for innovative products of a case company using system dynamic model in this study.
According to the outcomes of simulations and statistical analysis, we found that two variables, margin offered to retailers and retailers’ aggressiveness, have significant impacts on the total net profit. We further discover that the total net profit is always the largest when the margin offered to retailers equals 0.4. In terms of information delay, this study identified that the information system plays a more important role in a tough business environment than in a blooming one. This study also identifies that there is no significant interactive effects between the margin offered and the attractiveness of products. In addition, when the margin offered equals 0.2, longer QC cycle time will bring more total net profit than those scenarios with shorter QC cycle time.
This study highlights the importance of the support of the system dynamic model on managerial strategic decision-making. We expect the simulation results will improve our understandings of factors that are crucial to supply chain management strategies for innovative products.

CHAPTER 1 INTRODUCTION…………………………………… 1
1 Research Background………………………………………………………… 1
2 Research Motivation…………………………………………………………….. 1
3 Research Questions………………………………………………………………3
4 System Dynamics Modeling Approach…………………………………………..4
5 Research Procedure………………………………………………………………5
CHAPTER 2 LITERATURE REVIEW……………………………...6
1 Supply Chain Management Framework………………………………………….6
1.1 The Definition of Supply Chain Management……………………………..6
1.2 Supply Chain Management Framework……………………………………8
2 Types of Products and Matched Supply Chain Strategies………………………14
2.1 Demand Uncertainty……………………………………………………14
2.2 Supply Uncertainty……………………………………………………..15
3 Outsourcing Decision…………………………………………………………...17
4 Supplier Relationship……………...……………………………………………21
4.1 Building an Effective Sourcing and Supplier Management………………23
5 Capacity Policy…………………………………………………………………25
6 Supply Chain Performance……………………………………………………..27
7 System Dynamics……………………………………………………………….30
7.1 System Dynamics Modeling in Supply Chain Management…………..…..32
CHAPTER 3 RESEARCH METHOD……………………………...34
1 System Dynamics Modeling Approach ………………………………………..34
2 Basic Principles of System Dynamics…………………………….…………… 34
3 The Modeling Process of System Dynamics……………………..…………......36
CHAPTER 4 MODELCONSTRUCTION AND TESTING…...……40
1 Profile of the Case Company….………………………………………………..40
2 SCM Dynamic System and Remarkable Variables……………………….......42
3 Dynamic Hypothesis in Causal Loop Diagrams……...………………………...45
4 Flow Diagrams and Equations……………………………………………….…51
4.1 NPD Subsystem……………………………………………..…………..51
4.2 Retailing Subsystem……………………………………………..……....53
4.3 Production Subsystem……………………………………………..……....56
5 Model Testing……………………………………………………………….…59
5.1 Dimensional Consistency Test…………………………….…..…………..60
5.2 Pattern of Oscillation……………………………………………..……....60
CHAPTER 5 POLICY ANALYSIS AND SCENARIO SIMULATION…………………………………………………………63
1 ANOVA and LSD Test….…………………………………………………..63
1.1 Supplier’s Technology Level………………………………………………65
1.2 Supplier’s Quick Response……………….………….…………..……....67
1.3 Quality Control Cycle Time……………………………………..……...68
1.4 Delay of Sales Information Passing to Headquarter………….………….69
1.5 Margin Offered to Retailers……………….…………….…………..…….72
1.6 Own Capacity……………………………………….…………..……....73
1.7 The Attributes of Retailers…………………………….…………..……....74
2 Policy Design and Discussion………………………………..............................79
2.1 Discussions of Delay of Sales Information Passing to Headquarter….….79
2.2 Discussions of Margin Offered to Retailers……………………….…..80
2.3 Discussions of Own Capacity……………………………………………82
3 Scenario Simulations and Interactive Effects Testing……...……………...83
CHAPTER 6 CONCLUSION AND FUTURE RESEARCH…………88

REFERENCE…………………………………………………………90
APPENDIX……………………………………………………………96

                                

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