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Using optimisation and simulation technology to apply marketing-oriented concept for managing a supply chain

Author

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  • Tzong-Ru Lee
  • Chung-Chieh Wu

Abstract

This research is to investigate and solve problems existing in the supply chain of enterprises using customer-oriented marketing concept. To deal with the problems in the transportation of the supply chain, the optimisation technique is used to effectively reduce the transportation cost. To improve the service quality of the shopping centre in the supply chain, simulation software is applied to analyse where the bottlenecks exist in the customer purchase process. The findings serve as an important reference for the shopping centre in designing or planning its hardware equipment and manpower assignment. We also took into account the overall situation of the supply chain, conducting repeated analysis on the basis of customer satisfaction and once again simulated the assignment of resources in the shopping centre to find out the effective alternative which is customer-oriented and which can improve the performance of the supply chain of enterprises.

Suggested Citation

  • Tzong-Ru Lee & Chung-Chieh Wu, 2007. "Using optimisation and simulation technology to apply marketing-oriented concept for managing a supply chain," International Journal of Services and Operations Management, Inderscience Enterprises Ltd, vol. 3(1), pages 95-110.
    • Handle: RePEc:ids:ijsoma:v:3:y:2007:i:1:p:95-110
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