Research On Supply Chain Coordination Based On Strategic Consumption Behavior Under Uncertain Demand

Along with the advance of informatization level and the increasing education level of customers,more and more consumers may understand the merchant's business strategy on the market.Facing the season sales promotion strategy of merchant,consumers may not buy right now,but balance the profit of full price purchase and discount period to decide to buy at that time,this kind of cash waiting for the consumers are called strategy consumption.For businesses,if you ignore strategy consumption will cause huge loss of profit.Sales different products,the businessman will face different consumers' demand environment.In order to obtain the optimal profit,manufacturers will communicate with retailers,in the form of a supply chain to meet the different environment and more and more intelligent consumers.Therefore,it is of great significance to research the influence of strategy consumption to the supply chain,and how to alleviate the impact through contracts.In this paper,a supply chain composed of a manufacturer and a retailer as the research object.The pricing and inventory strategy of supply chain is analyzed under three different kinds of demand environment.Supply chain coordination mechanism also is studied in this paper.Under the environment of linear demand,Consumer price and ordering decision are studied in the case of decentralized decision and centralized decision of supply chain.The conclusion is that centralized decision-making is better than the decentralized decision making on two phase price,quantity,the supply chain profits.The impact of strategy consumption to supply chain is also be researched.Volume commitment and the price difference compensation mechanism is adopted to reduce the loss of supply chain caused by strategy consumption behavior.By combining with the example analysis study we can get that quantity commitment mechanism can effectively relieve the profit loss brought by strategic consumer to the supply chain,while price commitment mechanism is effective only in the condition that strategic consumers accounted for the small proportion.Under the environment of random demand,Random perturbation term is the part of demand function,which is not influenced by the price.so in addition to the analysis order and pricing decisions of the supply chain under the centralized decision-making model,but also coordinate the supply chain of decentralized decision making model by push contract,pull contract,advance discount contract.The analysis concluded that the discount contract is beneficial for both manufacturers and retailers.In this section we also get the reasonable repurchase price if the manufacturers want to motivate retailers to obtain more profits through use repurchase contracts.As well as we get the optimal inventory allocation ratio if retailer want to get more profits by taking inventory sharing incentive strategy.In the case of fuzzy demand environment,Optimal pricing and ordering decisions are made to obtain maximum profit under the centralized decision-making model,we also uses the revenue sharing contract and buy-back contract to coordinate supply chain under the decentralized decision-making model.Get the optimal revenue sharing coefficient and repurchase price that make the profit of decentralized decision-making supply chain is the same as centralized decision-making supply chain.The research of this paper is an extension of traditional newsboy model.In this paper,the research can make the supply chain members to better understand the characteristics of the strategic consumers and the measures to mitigation consumption behavior.This paper provides a basis for pricing and inventory decisions and contract model to make the profit of supply chain is great under different demand conditions.