Research On The Coordination Of Three-echelon Supply Chain Based On Advance Selling Method

With the rapid development of information technology and network technology,the advance selling method has become a new means of marketing.The use of advance selling method,in the actual production and marketing process,will run through the entire three-echelon supply chain,rather than just between the retailers and consumers.The new product,which is perishable,is more suitable to the advance selling method.Therefore,the traditional sales methods have been difficult to meet the characteristics of perishable goods and will also make the supply chain members encounter difficulties in pricing decisions.Using the method of advance selling is good for manufacturers,retailers and consumers.Therefore,how to design an advance selling mode for the three-echelon supply chain and obtain the coordination mechanism has a very important theoretical and practical significance.This thesis study the normal sales process of three-echelon supply chain,considering the factors of consumer valuation and retailer’s attitude to risk,combined with the traditional advance selling method,and design a new three-echelon supply chain advance selling method of new product.Through the analysis of the profit function of the manufacturer and the retailer in each stage,applying the method of game theory,the thesis can obtain the retailer’s and the manufacturer’s best pricing decision.After analyzing the influence of the related factors on the pricing decision,the thesis obtains the conditions for the supply chain to achieve the coordination.Finally,the thesis compares with the traditional three-echelon supply chain sale model,and gets the condition when using the advance sale mode.By using the numerical example,the influence of each factor on the profit is analyzed.How to quickly and effectively expand the market has become a problem and this makes the timing of the release of new products be particularly important.Therefore,the thesis also introduces the entry timing of new products.Based on the theory of the pricing game,the optimal timing of product introduction and the condition of supply chain coordination are obtained,and the influence of external factors on the profit of supply chain is determined by numerical examples.