Designed Study On Coordinated Contract Of Supply Chain With Supplier's Sales Effort

The highly developed commodity economy has brought the diverse needs to the customers. The customer-centric marketing strategy is required to accurately understand the value of customers'needs. However, in order to meet the value of customers'needs, each member of the supply chain must work together. Therefore, this paper studies the coordination problems on the suppliers'sales effort.This paper starts with the basic theory of supply chain management. Then it discusses the marketing management theory and the research methods of supply chain coordination. Furthermore, it works out the basic model of the supply chain coordination mechanism.Based on the theory, the promotional supply chain coordination model is established. With the consideration of marketing efforts, studies have shown that the traditional supply chain coordination contracts can not achieve the coordination results. The improved mechanism design solves the uncoordinated supply chain issues due to the contradiction between the unbalanced distribution of income and promotional costs with the members. Based on the coordination model, the further study will be involved the following points: (1) the price sensitivity of supply chain variables and parameters of the feasible region under this model; (2) the coordination of benefits of the distribution of supply chain and corresponding promotional costs issues. The results show that the model is a relatively good coordination tool and it can effectively improve supply chain performance.Furthermore, this paper studies the joint promotion supply chain model between suppliers and complementary products manufacturer. First of all, the joint promotion supply chain model between suppliers and complementary products manufacturer is established. Then, the model of coordination problems is studied. Based on the model of the non-cooperative and cooperative marketing, empirical analysis of co-marketing promotions and non-cooperative model are used to make comparison and optimization analysis.Finally, based on the research of suppliers'promotion model, the vendor promotional strategies and recommendations are proposed as references for the enterprise practical application.