Study On Supply Chain Value Maximization Based On New Prosumer

Along with the intensifying of market competition, the competition between enterprises has changed into competition between supply chains. Value creation of supply chain is important to the enterprise alliance. At present, researches about value creation of supply chain were restricted to the effect of the enterprise alliance, but failed to consider the effect of consumers. In fact, consumers are important to the value creation of supply chain at present and in the future. This paper aimed to research the new approach to create value for supply chain and find out the role of customer to value creation of supply chain. The conclusion of this paper would be helpful to the practice of value creation of supply chain.Using methods of system analysis, qualitative and quantitative analysis and game theory, this paper researched the value maximization of supply chain. First, this paper analyzed the traditional approach of value creation, and pointed out the limitations of these approaches. Secondly, this paper proposed the new concept of prosumer and value representation of supply chain. Then, this paper researched value maximization of supply chain based on the new concept under the condition of definite demand and uncertain demand. We discovered the role of consumers to value creation of supply chain through model analysis. Finally, this paper studied value creation of supply chain based on new prosumer concept under the condition of considering competition between supply chains.The innovation points of this paper include:1. Reexplain the concept of prosumer. This innovation of concept, can effectively overcome the original cognition limitations of enterprise alliance to the interests of consumers. More importantly, the value representation and creation of supply chain has been reviewed and repositioned.2. This paper built the value maximization model of supply chain under the direction of new supply chain representation, and deeply reveals the feedback mechanism and drive effect of consumers to the value creation of supply chain.3. This paper studied the value creation of supply chain based on new concept considering the competition between supply chains.