Research Of Perishable Goods Supply Chain Pricing And Coordinating Mechanism Based On Consumers’ Strategic Behavior

With the continuous development of economy and technology, market competition has became increasingly fierce, products’ life circle has became increasingly shorter, more and more products have exhibited perishable goods’ features. Perishable goods supply chain pricing has been concerned in recent years. Widespread consumers’ strategic behavior will affect perishable goods supply chain pricing. And need to design reasonable mechanism to coordinate supply chain.This paper summaries current domestic and abroad literatures about consumer behavior, perishable goods supply chain pricing and supply chain coordination and introduces related theories. This paper researches perishable goods supply chain pricing and coordinating mechanism based on consumers’ strategic behavior. The main research work has the following two aspects.(1) Research of perishable goods supply chain pricing based on consumers’ strategic behavior In this paper we propose searching discount information cost will be incurred when consumers take strategic behavior. There are two conditions:decentralized decision-making and centralized decision-making. For each condition, we build a dynamic game mode among supplier, retailer and consumers and give the balanced solution, it provides theoretical basis for supplier, retailer and consumers to make optimal strategies. Finally, we numerical analyze this model. From the analysis we find with the increase of searching discount information cost, supplier’s optimal wholesales price and profit decrease, retailer’s two stage optimal price and profit decrease, consumers’ critical price decrease. At the same time we analyze other parameters’ impact on price and profit.(2) Research of perishable goods supply chain coordinating based on consumers’ strategic behavior. In this paper we take the supply chain consist of a manufacture, a retailer and some consumers as research objective, when considering manufacture and retailer cooperating, use revenue sharing contract to coordinate supply chain. We build a supply chain coordinating pricing model and give the range of parameters in revenue sharing contract. Finally, we numerical analyze this model. From the analysis we find the profit of manufacture and retailer after coordination is more than profit of manufacture and retailer in decentralized decision-making condition.Finally, we give the potential application, summarize the main conclusions of this study, research limitations and further research direction.