Coordination Of Supply Chain Contracts Under The Influence Of Anchoring Effect

The essence of the current competition between the E-companies is the competition of the operational efficiency in the supply chain. The coordination theory of the supply chain contract is to eliminate the "Double Marginalization Effect" in the supply chain. The development of research on supply chain contract coordination theory is from deterministic demand to newsvendor demand, from rational decision-makers assumption to irrational decision-makers assumption. This article is to study the coordination of the newsvendor wholesale price contract and revenue sharing contract in the influence of the anchoring effect which refers to decision-makers will make a biased decisions values to the "anchor"value who making decisions will be affected by some "anchor" values.To analyze the coordination of the supply chain, this article established the wholesale price and revenue sharing contract model that the newsvendor anchor on the average demand by sorting out the development about the anchoring effect, the wholesale price contract and the revenue sharing contract to check if it is the same optimal orders among the retailer, supplier and the whole supply chain perspective.The research routine of the wholesale price contract in this article is from the relationship between the average demand and the optimal supply chain orders to the relationship between wholesale price and the production cost, and the situation of the revenue sharing is making a few more deeper steps into the relationship between the parameter of revenue sharing and the ratio of wholesale price and cost. This article analyzed the 9 situations of the wholesale price contract and the 15 situations of the revenue sharing contract and found out that there are 6 situations of wholesale price contract and 8 situations of revenue contract existing the probability of achieving coordination and 3 situations of revenue contract coordination. At last, this article offered proposals for the managers whose job is designing the supply chain contracts.