網路商店商品圖片配置及存貨控制之最佳化模型

一、研究動機及目的：在網路商店購物環境下，為了吸引消費者目光及留住客源，網站的介面設計及商店的後台存貨供需問題，對業者而言都是一項重大的管理決策，因此本研究提出－同時處理網站介面設計及後台存貨之決策支援模型。二、研究方法：本研究參照過去學者發展出的貨架空間配置模型，考慮網頁空間之空間彈性(space elasticities)及價格交叉彈性(price cross elasticities)，並依三種不同存貨策略：(1)允許缺貨(2)不允許缺貨及(3)允許部份缺貨，發展最佳化模型，並使用基因演算法進行求解，而後進行敏感度分析，找出對目標函數影響之參數。三、研究結果：本研究結果發現商品圖片之展示區位配置會隨著企業採用不同的存貨策略模型而改變。且各項參數對三種模型之目標函數總利潤及決策變數皆有不同之影響。四、研究貢獻：本研究提出一個創新性最佳化模型，用以解決網路商店商品圖片配置及後台存貨議題。

關鍵字

網路商店；網站介面設計；存貨控制；基因演算法

並列摘要

Purpose－In the online store environment for attracting more customers, the website design or inventory supply and demand problem for the enterprise are a critical management decisions. Therefore, this study proposes handle both website design and inventory control of decision support model. Design/methodology/approach－This study takes account space elasticities and price cross elasticities of shelf space allocation theory to develop optimization model for three inventory strategies: (1) Allowed shortage; (2) Not allowed shortage and (3) Part of allowed shortage. We use genetic algorithms to solve the problem, and then to find the parameters that influence the objective value and the optimal solutions. Findings－This study result shows that the optimal allocation of product photo are different for different inventory strategies. Also, the objective value and optimal solutions are influenced by space elasticities, ordering cost, holding cost and shortage cost. Originality/value－This study proposes an innovative optimization model to solve the issue of online store product photo allocation and inventory control.

並列關鍵字

Online store ； Website design ； Inventory control ； Genetic algorithms

參考文獻

楊喬竣(民 101)。應用貨架空間配置理論於網路商店商品圖片配置及價格最佳化研究。國立臺中科技大學流通管理系碩士論文，臺中市。

American Production and Inventory Control Society (APICS), (2012). http://www.apics.org/

Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., Sawyer, A., & Wood, S. (1997). Interactive home shopping: Consumer, retailer, and manufacturer incentives to participate in electronic marketplaces. Journal of Marketing, 61(3), 38-53.

Anderson, E. E., & Amato, H. N. (1974). A mathematical model for simultaneously determining the optimal brand-collection and display-Area Allocation. Operations Research, 22(1), 13-21.

Borin, N., Farris, P., & Freeland, J. (1994).A model for determining retail product category assortment and shelf space allocation. Decision Sciences, 25(3), 359-84.

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網路商店商品圖片配置及存貨控制之最佳化模型

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