关键词: 按订单装配, 产品族, 企业驱动需求替代, 品牌忠诚度

Abstract: Aiming at the problem of Assemble To Order(ATO)manufacturer gave customers discount during product shortage to stimulate them to buy the substitution and to reduce the shortage loss, a components replenishment model of ATO manufacturer under enterprise-driven demand substitution was developed. Through theoretical and numerical analysis, the optimal replenishment policy of ATO manufacturer was presented. It showed that the manufacturer should not give too much emphasis on products substitution between the same families, but should produce some individual product. When the difference between upper limit and lower limit of brand loyalty was decreased, ATO manufacturer should reduce the discount; when the upper limit or lower limit of brand loyalty was increased, ATO manufacturer should shorten the replenishment period, thus the purpose of decreasing the total cost was realized.

Key words: assemble to order, product family, enterprise-driven demand substitution, brand loyalty, replenishmentpolicy