Research On Supply Chain Contract Coordination Based On Promotion Efforts

With the promotion of Internet and online payment technology,improvement of e-commerce platform promote the traditional market inevitably into electricity.It means that enterprise open the Dual-channel sales model.As a new Dual-channel supply chain,it inevitably lead to channel conflict with the traditional single channel.So how to coordinate the dual-channel supply chain under the promotional efforts competition,will be a significant problem.As an important means of supply chain coordination,contract mechanism based on the reconstruction of the relationship between supply chain partners,this can be able to realize the product sales income redistribution between supply chain members,as well as eliminate the conflicts and frictions.Furthermore,promote the cooperation between the members.Revenue sharing contract is one of the contract coordination mechanism of supply chain.Revenue sharing contract is one of coordination mechanism which companies often used under the influence of promotional efforts.So this article will revenue sharing contract as the research content.This article embarks from the contract coordination mechanism,using methods of literature research,quantitative analysis and Stackelberg game analysis,Studied the coordination problem,in a second double channel supply chain composed of suppliers and retailers,when the promotional efforts influenced on the demand for goods.This paper analyzes the problem of how the supply chain suppliers and retailers use the revenue sharing contract to maximize profit,and coordinate the channel conflict of interest between the required conditions.At the same time discusses the influence of the contract parameters to supply chain members promotional effort and profit.The study found the following conclusions : First,the revenue sharing contract can help participants build strategic cooperative relations to improveenterprise performance.Second,in the traditional revenue sharing contract,the retailers optimal decisions in decentralized supply chain below the concentration that lead the supply chain can not be able to coordinate.Third,in the revenue sharing contract of the single and double channel that is improved,retailers profit losses can be offset,the channels friction can be eliminated,made the decision-making of enterprise in the state of pareto optimal.Fourth,the wholesale price and revenue-sharing right factor,can make the contract model make the equal decision in condition of both centralized and decentralized,it provides reference for decision-making in the process of enterprise management and have the management significance.Fifth,coordinate parameters in the model contract only affect distribution of profits between supply chain members,and will not affect the gross profit of supply chain as a whole in either case.This article discussed the supply chain coordination problem under the influence of promotional efforts about the single and double channel.The place of innovation is included in the revenue sharing factor on the basis of the basic revenue sharing contract model.The revenue sharing contract based on two-level supply chain is widely used accompanied by the development of electronic commerce.On the one hand,the study deepening the research on the revenue sharing contract of supply chain coordination;on the other hand,this can made management suggestions and enlightenment for enterprise decisions.It has practical and guiding significance for enterprise to improve the efficiency and supply chain performance.The revenue sharing contract based on two-level supply chain is widely used accompanied by development of electronic commerce.On the one hand,the study deepening the research on the revenue sharing contract of supply chain coordination;on the other hand,this can made management suggestions and enlightenment for enterprise decisions.It has practical and guiding significance for enterprise to improve the efficiency and supply chain performance.