Research On Pricing And Information Sharing Strategy Of Complementary Product Supply Chain With Co-retailers

With the progress of information technology,information sharing is more and more widely used among enterprises,so information sharing strategy is particularly important in supply chain management.This paper aims at the supply chain structure where two manufacturers produce two complementary products and one retailer has demand information.we study the impact of information sharing strategies on the optimal prices of products and the values of information sharing under complete and incomplete information sharing.Firstly,three manufacturer-led Stackelberg pricing game models are established for three cases:retailer shares complete information with two manufacturers or with single manufacturer or retailer does not share information.The optimal prices and expected profits of products are obtained by backward induction.The impacts of information sharing on the optimal prices and the values of information sharing are compared and analyzed.The impacts of complementarity degree of products and price sensitivity coefficient of products on information sharing values are analyzed by numerical examples.Secondly,two manufacturer-led Stackelberg pricing game models are established for two cases of simultaneous information sharing and sequential information sharing under incomplete information sharing.The optimal prices and expected profits of products are obtained by backward induction.The impacts of information sharing on optimal prices and market fluctuation on information sharing values are compared and analyzed.The impacts of product complementarity and information sharing levels on information sharing values are analyzed by numerical examples.The results show that,information sharing benefits two manufacturers and damages one retailer,the whole supply chain benefits only from greater complementarity and sharing information with a single manufacturer;market fluctuation increases the values of information sharing among manufacturers and decreases the values of information sharing between retailer and the whole supply chain;the information sharing values of supply chain members varie with the degree of product complementarity and their prices sensitivity coefficient under complete information sharing,which is related to the market base and the number of shares.the changes of information sharing level under incomplete information sharing are related to market base and the orders of information sharing.