Abstract: This paper develops the biological population ecology theory and method & application to balance the conflict between the satisfaction level of customer demand and product maintenance complexity and costs of dealers. The microscopic level of the company——commodity is studied, the concept of commercial population is put forward, and the multi-commodity population dynamic model is constructed to describe the dealers' commodity genealogies evolution mechanism in competition and collaboration environment. From the concept of ecological balance, the stability and change trends of dealers' commodity genealogy are evaluated. Finally, an example is used for proving the feasibility and effectiveness of the method.

Key words: dealers, commercial population, optimization strategy, commodity family

摘要： 为了平衡经销商对顾客个性化需求满足程度与商品维护复杂性和成本之间的矛盾,本文拓展生态学的生物种群理论和方法及应用范围,深入到企业的微观层面——商品,提出了商品种群的概念,构建出多商品种群动力模型以刻画了经销商商品族谱在竞争和协作环境中的演变机理,借鉴生态平衡理论评价经销商商品族谱稳定性和变化趋势。最后举例证明该方法的可行性和对经销商意义。

关键词: 经销商, 商品种群, 优化策略, 商品族谱