A Coordination Game Study Between Manufacturing Enterprises And Supply Enterprise Under The Background Of Mass Customization

With the rapid development of economy and the continuous changes of market demand,the products are becoming more and more difficult to meet the needs of ordinary consumers,while the differentiated products and personalized services will be produced.Therefore,mass customization in such a big trend came into being.From the traditional mass production to the emerging mass customization,the past many management models and the competition has been unable to meet the current production mode,and if you want to make the supply chain can work normally and efficiently,so as the supply chain of manufacturing enterprises and supply enterprises need to be stable and effective cooperation,then how to stabilize and efficient cooperation,and how to make the enterprise in the interests of the company without damage to gain a higher profit becomes very important.In this paper,the characteristics of mass customization,the degree of effort of both manufacturing enterprises and supply enterprises,from the point of view of cost,the cost sharing game model of manufacturing enterprises and supply enterprises is established.The aim is to provide an effective coordination mechanism for the manufacturing enterprises,which can share the effort cost of supply enterprises and improve the level of supply enterprises^efforts,and increase the interests of both parties to achieve the best of Pareto.Using the idea of game theory,the analysis of the three kinds of cooperative strategies in Nash game,Stackelberg game,complete cooperation game.To explore the impact of supply enterprises and manufacturing enterprises on the efforts of the enterprises and manufacturing enterprises,and to the extent of their respective gains and the overall revenue.Then,using MATLAB software to simulate the model,and give the optimal allocation method and the optimal revenue.And come to the corresponding coordination mechanism,so that the two sides in the same time not to damage their own interests,as far as possible to increase their own income,achieve win-win goal.