CAJ | 학술논문

从消费者效用出发，采用Multi-Agent的思想，建立了由消费者、制造商和供应商组成的供应链网络。通过构建计算实验模型，研究了消费者在具有不同偏好的情况下，制造商的外包策略。结果表明制造商应该针对不同的消费人群采取不同的生产策略。当消费者对商品质量的价值评价较高时，制造商应该自己生产高质量产品并以高价销售；反之，制造商应该外包产品。当消费者群体的差异化程度较大时，制造商应该将产品外包并以较高的价格销售；反之，制造商应该自己生产并制定较低的销售价格。
종소비자효용출발，채용Multi-Agent적사상，건립료유소비자、제조상화공응상조성적공응련망락。통과구건계산실험모형，연구료소비자재구유불동편호적정황하，제조상적외포책략。결과표명제조상응해침대불동적소비인군채취불동적생산책략。당소비자대상품질량적개치평개교고시，제조상응해자기생산고질양산품병이고개소수；반지，제조상응해외포산품。당소비자군체적차이화정도교대시，제조상응해장산품외포병이교고적개격소수；반지，제조상응해자기생산병제정교저적소수개격。
From the perspective of consumer utility, this paper sets up a Multi-Agent-based model of a supply chain network consisting of consumers, manufacturers and suppliers. And then, it analyzes the outsourcing strategies of manufacturers with heterogeneous consumers. Results show that manufacturers should take different production strategies with heterogeneous consumers, the manufacturer should produce the higher quality of component in-house and sell with higher price when the consumption value of the consumer is higher;otherwise, the manufacturer should outsource. The manufacturer should out-source and sell with the higher price when the diversity of consumers is large; otherwise, the manufacturer should produce the component in-house and offer lower selling prices.