With Hybrid Channel Two Echelon Supply Chain Optimization And Coordination Model Research

With the popularity of e-commerce, more and more enterprises in traditional marketing channels choose the network marketing way to increase marketing share. This poses a challenge to the traditional supply chain model. Hybrid channel as a product of development of the world has brought a new subject on cooperation to each enterprise in the supply chain and has become one of the research object for the outstanding scholars. This paper from the view of supply chain optimization and using the buy-back contract, mainly studies the following content:First, we analyze two stock models under the hybrid channel, namely:model of manufacturers and retailers both manage inventory (hybrid channel stock model Ⅰ) and model of retailers holding inventory (hybrid channel stock model FI). In the former model manufacturers not just only provide retailers with products, but also as retailers to sale production to customers in the network channels. In the latter model, the product inventory held by retailers not only need to meet the needs of traditional channels, but also need to meet the market demand for the network channels. Manufacturers are providers under the traditional channels as well.Second, we analyze manufacturers’ and retailers’ best inventory decisions, assuming that the market demand is normal distribution random variable and triangular fuzzy variable. Due to the characters of the products are different, for some products, it is easy to collect enough data in its life cycle to describe the characteristics of their market demands, so we can use random variables to describe demand for decision-making; While the time is too short to collect enough data, fuzzy variable as market demand will simplify a lot of problems. First, the paper assumes that when market demand as normal random distribution random variable, manufacturers’ and retailers’ best inventory decisions; then expect when fuzzy variables that has the same expectations describe the uncertainty of demand, the the best pr-oduct inventory decisions.Third, respectively, we analyze supply chain using the perspective of optimization and buy-back contract. The goal is supply chain total profits under decentralized control model, centralized control model and buy-back contract and compare model stability with the two stock model.Fourthly, for manufacturers and retailers in a hybrid channel mode of, the allocation of the profits of network channels are creatively discussed in this paper.