中文摘要：

为客户提供满意的个性化服务是网购企业提升客户体验价值和竞争力的关键,满意的个性化服务需要对网购企业后台运行的供应链资源进行有效整合。在网购供应链资源整合特征分析基础上,从网购供需服务能力动态协调与均衡的角度出发,基于网购个性化服务模式分析并挖掘出资源整合的主导因素,建立了整合决策的优化数学模型,搭建了改进的蚁群寻优算法来实现整合决策优化的求解。最后通过算例验证了方法的有效性与可行性。

英文摘要：

The key of improving the customer value and competitiveness of online shopping enterprise is to provide the satisfied individual service to customer.The success of it depends on the rational and effective integration of supply chain resources running in the background in order to provide the demand service capacity.Therefore,how to integrate effectively the supply chain resources based on different individual service modes in online shopping,realize the effective utilization of the supply chain resources and solve the special problems in online shopping are an important thesis for the enterprise to discuss.Based on the character analysis of the supply chain resource integration in online shopping,starting from the angle of the dynamic coordination and equilibrium between supply and demand service capacity in online shopping,the dominant factors of the resource integration are dug out by analyzing individual service mode in online shopping,and the integration decision optimization model and the improved ant algorithm are put up to solve the decision process.The results show that there are reasonability and feasibility of the resource integration decision optimization method by a case based on the simulation data.A cut-in point of the strategically harmonizing and balancing the supply and demand capacity in the online shopping is put forward and the research thought and the method can give an important reference significance to supply chain resource integration and supply chain scheduling optimization.