Implementing CPFR Model on Hypermarket’s Private Brands

• Main Author: 何宜靜
• Other Authors: 陳艾懃
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/07568891629710398489

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.