Study On The Model And The Contracted Coordination Of Retailer-dominant Supply Chain Competition

With the development of economic globalization, market competitionmechanism becomes more and more complex, nowadays, market competition is nolonger confined to the competition between the enterprises, but gradually evolvedinto the competition of the supply chains, thus the hot research of supply chainmanagement has shifted, gradually from the research of single-supply chain extendedto double lines. In the competition between supply chain and supply chain, the onewith competitive advantage will achieve success, so every member of the supplychain will try their best to improve the advantage of supply chains where they are, inorder to enhance the entire supply chains’ competitive power, but because they areindependent of each other so they are always focus on how to maximize their ownprofits when they make decisions, which always conflicts with the goal of the wholesupply chain and lead to the low performance of supply chains. So we need tocoordinate the decision behavior of different numbers in supply chains and thecoordination has been the one of key points in supply chains’ research.In recently, due to the diversity of customers’ need and the instability of marketdemand, the market gradually changed from the buyer’s market into a seller’s market,which made the role of retailers become more extrusive and the dominance of supplychains began to transfer from manufactures to retailers, the supply chain dominatedby retailers has been the hot research.In this dissertation, we firstly analysed the research status of supply chains’competition and reviewed the research situation of retailer leading supply chain indetail; Secondly, we modeled and analysed the retailer leading supply chainscompetition, come to a conclusion that coordination will be a dominant strategy forevery chain; Then we used the revenue sharing contract to coordinate supply chainsmember, to prove the availability and the scope of contracts; Lastly, in order to provethe conclusion of this dissertation further up, we choosed the supply chain with largeretailers as a empirical research, which made the result of our dissertation have practical significance.The main innovation in this dissertation is to construct the model of two supplychains competition with dominant retailers, and introduce contracts to coordinatesupply chain; In addition, we come to a conclusion that revenue sharing contract iseffective in retailer leading double supply chains competition and can achieve perfectcoordination.