Supply Chain Coordination Decision In Complex Demand Environment

In complex demand environment, the market demand showing diversity, variety, randomness, which affect supply chain management a lot. The supply chain also appeared a lot of uncertain factors and the bullwhip effect is outstanding which led to the supply chain cost increase, and supply chain service levels and customer satisfaction is reduced, and the supply chain imbalance phenomenon is serious, and respond of the supply chain to market is distortion. In this case the supply chain members tend to maximize their own interests and to make decision alone, which results in a decline in the overall supply chain performance. This paper studies the complex requirements under the environment of supply chain coordination decision, through the quantity discount contract and revenue sharing contract coordination. It promotes the supply chain members to coordinate supply chain management decision, improve supply chain performance, and achieve supply chain members to win together.In order to promote supply chain coordination decision. The thesis based on the maximum profit as the goal and establish the mathematical model for the analysis the decision problems of supply chain under different environmental. First of all, consider the factor of demand is influenced by price and set up decentralized decision profit model and centralized decision model for supply chain under the condition of decentralized decision. Then established conditions of manufacturers of uncertainty, and market demand of uncertainty, which demand is influenced by decentralized decision profit model and centralized decision model. Finally, set up the manufacturer and dealer’s profit model by quantity discounts and revenue sharing contract to coordinate the decision and through the comparative analysis with the numerical calculation, the numerical calculation of this thesis come out by mathematical software Maple 14.We can study the following conclusions in this thesis:under the centralized decision, supply chain total profits is higher than the gross profit of supply chain under decentralized decision. When the production and demand is uncertain, a total profit of supply chain is higher than the gross profit of supply chain under decentralized decision. When the production and demand is uncertain, coordination decision making business income is greater than the yield under decentralized decision making through coordination mechanism under the supply chain.The research content of this article fully considered the characteristics of the complexity of the market demand, and manufacturers under the environment of uncertainty, the uncertainty of market demand. It studies a variety of decision situations, promotes supply chain coordination by contract mechanism, and established more mathematical model of joint in today’s market environment for supply chain coordination decision. In this thesis, the theory of the content of supply chain coordination decision research can be further enriched and developed, which is more meaningful for supply chain to coordinate decisions in the complex environment.