| Summary: | 碩士 === 開南大學 === 物流與航運管理學系 === 98 === In recent years, supply chain management has become an essential
business strategy. When the enterprise, supplier and customer construct a
supply chain of production and marketing cooperating relationship, to
enhance sharing information would make the operating integration more
smoothly. After financial tsunami, hypermarkets are seeking approaches to
increase sales. Besides, under the premise that the effect of the attitude of
consumer spending cautiously makes businesses have to use various
strategies to attract the consumers to purchase products. For this reason,
retailers and wholesalers devoted to develop private brand (also named store
brand) which can keep profits and attract consumers by favorable price. This
study adopts system dynamics to simulate the operation of private brand
products under CPFR (Collaborative Planning, Forecasting, and
Replenishment) model between the hypermarket and the supplier. The aim is
to discuss whether the CPFR model can raise the operating performance or
not, and also try to understand how the suppliers and hypermarkets to create
win-win situation in a cooperative method. Applying CPFR model can not
only make hypermarket maintain lower stocks and reduce the potential loss
of stock, but also minimize all the uncertainty of supply and demand;
moreover, bringing the benefits of lower costs and increase sales. Three types
of private brand products are selected to compare with each other in this
study for the sake of learning the cost and customer satisfaction under the
CPFR model; furthermore, providing advices of the implementation of
priority order.
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