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

摘要： 考虑产品族按订单装配制造商在产品缺货期间，给予顾客一定价格折扣以促使其购买产品族中的其他替代产品，降低缺货损失，建立了企业驱动需求替代下的产品族按订单装配制造商零部件补货模型，通过理论及仿真分析，给出按订单装配制造商最优补货策略。研究表明：制造商不宜过于强调产品族产品间的替代性，而应生产具有一定“个性化”的产品；当顾客品牌忠诚度上下限差距缩小时，按订单装配制造商应降低价格折扣；当品牌忠诚度上限或下限提高时，则应缩短补货周期，实现降低总成本的目的。

关键词: 按订单装配, 产品族, 企业驱动需求替代, 品牌忠诚度