Supply Chain Performance Of The Seller Commitment Mechanism Based On Strategic Customer Behavior

With the accelerated pace of technology updates and market competition, the manufacturers face the challenge of how to maximize product revenue in the limited time. In order to seize market share, manufacturers have generally adopted the means of markdowns to stimulate consumption, but the consumers are becoming more and more rational, they can easily access to market information and market-based information on changes in the prices of manufacturers expected to select the right time to buy. In other words, even if the current price of the products is below the consumer’s reservation price, they also may not occur immediately buying behavior, and to wait until you can get the maximum consumer surplus purchase. Therefore, manufacturers consider how consumer behavior into the price of policy areas, maximize product revenue, whether it is in theoretical circles or business circles, it is very necessary. This paper studies the behavior of consumer strategy, the seller uses a number of commitments and price commitments to deal with strategic consumers wait for the buying behavior. This article is divided into the number of commitments and of a price undertaking in centralized and decentralized supply chain to achieve supply chain considered in the analysis of the decentralized supply chain:wholesale prices and price subsidies for the contract to achieve the number of commitments; repurchase contract price commitments.Research was supported by the following main conclusions or revelation:First, through the establishment of a newsboy model to come to a rational expectations equilibrium outcome, and comparative analysis of the newsboy model in the consumer strategic behavior and non-consumer strategic behavior by the line found in the consumer strategic behavior, the seller’s sales price and shipments must be less than the classical newsboy model, selling price and shipments. To improve seller profits, the introduction of the two commitment mechanisms, divided into the number of commitments and price commitment both cases modeling, the solution to compare between the results and the commitment to supply chain profit, and finally found that by limiting the amount of product supply can effectively improve the profits of the seller and set a higher commitment to price, quantity commitment applies to the mass market, the price promise applies to niche markets. In most cases, because the seller lack of effective commitment mechanism, the two benchmark profit is difficult to achieve. Centralized supply chain, these two commitments mechanism that might be effective, but difficult to achieve in a decentralized supply chain model of the expected profit. Second, the theoretical proof found in the decentralized supply chain to achieve a number of commitments and of a price undertaking profits need to take some of the corresponding contract. The application of wholesale prices and price subsidies contract to achieve the benchmark profits of the number of commitments. Found that pure wholesale price, the total profit of the decentralized supply chain is higher than the centralized supply chain profit without a contract, and there is a wholesale price of the supply chain system to achieve the benchmark profit of quantitative commitments; price subsidy contract, set certain conditions, the profits of the supply chain can be arbitrarily assigned, and the manufacturer to determine the wholesale price and unit price subsidies, according to the retailer’s profit share model found that the number of shares of the retailers under the retailers share of profits less than the number of commitments, it should be a positive price subsidy contract, the sales rebate contract should be used when retailers share of profits is greater than the share of the number of retailers in the number of commitments.Third, the application of the repurchase contract price undertakings under the benchmark profit. Found that when the manufacturers know the retailer’s share of the profit distribution, the manufacturer can determine the wholesale price and the repurchase price based on the assessed value of their own production costs and consumer products, this will enable the benchmark profits under the price undertaking.