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Contract Mechanism Based on Revenue Sharing of Supply Chain for the Channel Flattening

Author: PengQing
Tutor: ZhouMing
School: Chongqing University
Course: Industrial Economics
Keywords: Channel flat Stackelberg Game Supply Chain Coordination Revenue sharing contract
CLC: F274
Type: Master's thesis
Year: 2008
Downloads: 131
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Abstract


The emergence of the supply chain in order to improve the ability of enterprises to meet the market demand, but the hierarchy of the traditional supply chain is no longer suited to the new business environment. In order to solve the bottleneck of the development, corporate germination flattening of management thinking. In this paper, different business environment implementation the flat channel strategy in the supply chain, supply chain members how to set up the main terms of the revenue sharing contract to coordinate the manufacturers and retailers, as well as the relationship of competition and cooperation among retailers, to achieve their maximize profits and to achieve the coordination of the entire supply chain. The first part of enterprises to adopt a strategy of dual-channel flat revenue sharing contracts such as supply chain coordination. This part of the introduction of the Hamiltonian equation, the optimal solution, the optimal proportion of revenue sharing. Study found: dual-channel supply chain under revenue sharing contract is a \makes the emergence of the retailer's profit reduced. The second part of the study the Internet environment, the enterprises to adopt commissioned a professional website selling products this flattening strategy, revenue sharing contract can achieve supply chain coordination. Cost under asymmetric information obtained optimal equilibrium solution for manufacturers and online retailers in the Stackelberg Game respective decision-making, and then compared with the equilibrium solution under complete information, the manufacturer under asymmetric information than a full information in a more disadvantageous position, retailers get more revenue sharing ratio. Finally, a numerical example to illustrate this. Non-price competition between the third part of the research enterprise in the implementation of channels flattening strategy to meet retailers. Dominated by the manufacturers and retailers Stackelberg game and revenue sharing contract to coordinate the supply chain. The analysis revealed that: revenue sharing contract can not be composed by a single manufacturer and a single retailer supply chain to achieve coordination; there is a unique optimal revenue sharing ratio of the supply chain coordination by a single manufacturer and multiple retailers supply chain, retailers through promotional activities to maximize their own profits, but not blindly increase investment in promotion. This paper, the last part of the research enterprise to take channels flattening strategy often face supply chain disruptions problem. The interrupt part in the production costs, production costs and demand at the same time obtain the optimal proportion of revenue sharing interrupt both cases, drawn: the retailer revenue sharing proportion increases with the deviation cost increases, with the deviation of demand the increase and decrease. These conclusions are facing supply chain disruptions how to create a new coordination mechanism provides managerial implications.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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