| Under the matured background of the rapid development of the internet and computer technology,this paper uses Stackelberg’s game theory, Nash’s equilibrium theory and opti-mization theory as the theoretical guidance, making use of the combination of quantitative and qualitative, theory and case study to construct mathematical models and then analyze model results for further studying coordination and optimization of different supply chains in network environments, which can provide important theoretical foundation research for the future development trend of real-life business.The first chapter describes the background and research significance of this paper,introducing the informed research and newest achievement of supply chain management studied by international and domestic scholars, while summarizing the main research contents of this paper, listing the main research method, and describing innovation points of this paper succinctly.The second chapter discusses the impact of the development of network technology on the ordering policy of traditional channel retailers.Considering there is one supplier and three retailers that contain one strong and two weak retailers who compete with each other in a two-stage channel supply chain, this paper analyzes and compares separately purchased strategy in non-network environment and retailers’ optimal order quantity and profits of different group buying strategies in network environments, the result showing that in network environment the one stronger retailer and two weaker retailers are vulnerable to achieve maximize profits by cooperating with each other in ordering; However it’s difficult for competing retailers to cooperate with each other in real-life business, it requires incentives to achieve retailers’ group buying ordering strategy, this paper establish-es an incentive model,analyzes retailers carry on group buying strategy viable conditions after the implementation of incentives, at last, through numerical examples to prove the rationality of the model.The third chapter studies the profit of all parties when third-party retailers use the form of investment to cooperate with retailers who occupy a larger market and retailers who occupy a smaller market. The earnings of the original competing retailers when the third-party retailers have not involved in cooperation, the earnings of all parties after the third-party retailers choose to cooperate with retailers who occupy a larger market and then play the Stackelberg game with retailers who occupy a smaller market, and the situationwhen third-party retailers choose to cooperate with retailers who occupy a smaller market and then play the Stackelberg and Nash game with retailers who occupy a larger market are discussed. By comparing the analytical results of the model, the method to achieve profit maximization of investment ratio and the optimal investment strategy of all parties is found, and through numerical examples verifies the application of the models.The fourth chapter is based on the “free rider” behavior to study optimization and coordination of mixing channel supply chain in a network environment. According to the different characters of the traditional channels and online direct marketing channel types affecting "free rider", exploring the different components of the channel when the manufacturers and distributors are or are not integrative, analyzing the optimal profits of traditional retailers and online direct distributors in the situation of non-in cooperation and the situation of coordination strategy, through the comparison of optimal profits derived the feasible condition of coordinated strategy, at last a numerical example shows that whether manufacturers and distributors are or are not integrative, traditional retailers who cooperate with online direct distributors always can achieve greater profits.The fifth chapter of this paper makes a brief summary, and analyzes the future development trend of supply chain prospected in network environment. |
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