Research On Optimization Strategy Of Production Distribution Networks Based On Perishable Goods

Nowadays, with the rapid development of science, technology updated frequently, the life cycle of perishable goods has been shortened. With the speeding up the update, product structure became more complex and customer’s demand became personalized, diversified and highly uncertain. How the enterprise maintains a competitive advantage in the fierce market competition become the focus of academic researchers and business managers. Supply chain management, as a new management model provides support of huge resources and capacity of recombinant products and service network for all enterprises. Production distribution as an important part of supply chain management is the main factor of improving the level of supply chain management and enhancing the competition of enterprises. However, some perishable goods’supply chain is running sluggish. One of the main reason is the production distribution model does not match the product characteristics, which result in the production distribution networks is inconsistent with demand characteristics. At the same time, the shortness of product life cycle, the uncertainty demand, the fluctuations in prices of raw materials and a lot of uncertain factors of production distribution networks bring many risks, which hinder the normal operation supply chain seriously. Therefore, selecting the characteristics of the product to match the production distribution pattern, constructing the production distribution networks which is consistent with the product demand characteristics and attaching importance on risk management effectively is the key to the successful operation of perishable goods supply chain.This paper selects mobile phone, computer, digital equipment and other high-tech perishable goods as the research object. After qualitative analysis of characteristics of products and production distribution system, the paper also researches the different demand features and the competition strategy of production distribution networks optimization problem quantitatively. Firstly, the paper summarizes the domestic and foreign related research results, then put forward the research idea of this article. Secondly, the paper qualitative analysis of the channel structure, market demand features and each stage of production distribution mode as well as the response time from three dimensions of the product, life cycle and control of operation time. Then the paper detailed analysis of the advantages and disadvantages of the uncertainty of the optimization method. Thirdly, the thesis establishes the production distribution networks model of perishable product under the condition of uncertainty. According to the different demand features of products, the paper uses robust optimization and WCVaR method to solve the production distribution optimal strategy, which the demand is known to scene description and mixed distribution respectively. Then the article verifies the method through comparing the numerical simulation of the model. Finally, the paper extend the single product to Multi product, the model of production distribution networks during the updating period of the new and old perishable goods is established, which considers the new product substitute the old product, the price and response time impact on the demand. Then the paper uses Monte Carlo method to create discrete data samples for demand and discusses the optimization strategy which meet the minimum WCVaR of the entire production distribution networks, determining the optimal value of two generations products of pricing, production scale, lead time, integration of product allocation, distribution center location and transportation route selection. Then the paper applies numerical simulation method to do verification.