Dual-channel Optimization Strategy Research Of Production-distribution Network In Apparel Enterprise

Textile and apparel products have snatched the top spot of Chinese export commodities for a long term. However, due to the inaccurate production forecast and pointless distribution to the needs of the market, the garment industry has piled up large numbers of inventory, giving rise to lagging development of apparel consumption. The development of science and technology drives the popularity of network applications, which prompts consumers to change the inherent consumption manner. All the major apparel enterprises make use of e-commerce platform to broaden sales channels, aiming at sales increase and inventory reduction. Therefore, the research of production-distribution network in the dual-channel environment has a practical significance to the better use of e-commerce sales mode.This thesis aims at the current situation of Chinese garment industry overstock, researching apparel enterprise production-distribution network optimization strategy in the dual-channel environment, analyzing the influence of online selling under MTS production mode to the offline selling, and further considering the difference of order entry point resulting in the changing of production-distribution model, which impact on apparel products sales. First of all, the current research status at home and abroad, related with the relevant production-distribution network, are collected and combed. The apparel supply chain and e-commerce sales channels, then, according to the different order entry point, the author summarizes the production-distribution network model in online and offline selling. Secondly, on the basis of traditional distribution channel, the apparel e-commerce sales channels were brought in, then followed the setting up of mixed integer programming model of apparel supply chain profit maximization model in dual-channel environment, which considers apparel products availability punishment cost in online selling, production cost, inventory cost, transportation cost and some other influence factors, as well as establishing production-distribution network model in two-level supply chain, which includes manufacturers and distributors. Later, by numerical simulation and sensitivity analysis, the influence, exerted by e-commerce marketing channel, to products in traditional distribution channel sale, is analyzed and summarized. Finally, the paper further studies pre-sales mode, which is the change of production-distribution network that caused by different order entry points, as apparel enterprise’s new service of e-commerce marketing channel, analyzes its influence to the product sales in traditional distribution channels, and uses numerical imitation and sensitivity analysis to verify the initiative of pre-sale model.The study shows that, apparel enterprises involved in e-commerce platform, adding in the sales mode that products were made to stock and centralized distribution in the homogeneity seriously apparel market, just have played a role for the apparel market to broaden sales channels. While the pattern of pre-sale orders that products were made to order, using high efficient feedback online to guide the traditional distribution channels doing accurate demand forecasting, helps solve the problem caused by high inventories and provides the reference for the garment industry in the future operation.