Contract Coordination Of Dual-Channel Supply Chain With Risk Aversion Under Yield And Demand Uncertainty

With the rapid development of the network economy and information technology,Internetbased network direct sales have received increasing attention.More and more companies have adopted a sales model in which both traditional retail and online direct sales coexist.In the actual supply chain,enterprises will face a variety of uncertainties in decision-making,including the uncertainty of customer demand for products and the uncertainty of yield.Factors such as increased market uncertainty and shortened product life cycles increase risk in the supply chain.Business decision makers have different attitudes toward risk and make different decisions.The uncertainty and risk of the supply chain seriously affect the performance of the supply chain,making the efficiency and profit of the supply chain lower.In addition,the opening of direct sales channels will influence the retailer's market share and reduce its profits,leading to conflicts between channels.When the dual-channel supply chain faces uncertainty and risk,how to achieve the coordination of the dual-channel supply chain,ensure the optimal decision-making of the supply chain members,and achieve Pareto improvement has become a hot spot for scholars at home and abroad.Based on the two aspects of uncertainty and risk,this paper constructs a contract coordination model of dual-channel supply chain under the uncertainty of yield and demand and a contract coordination model of dual-channel supply chain with a risk averse retailer under yield and demand uncertainty.Compared with traditional research,this study emphasizes the impact of dual-channel yield and market demand uncertainty and retailer risk aversion on the coordination strategy of dual-channel supply chain,and studies the contract coordination model of dual-channel supply chain.The main work completed includes the following aspects:(1)Establish a contract coordination model of dual-channel supply chain under yield and demand uncertainty.Firstly,the problem of dual-channel supply chain coordination under the uncertainty of yield and market demand is described.Secondly,the decentralized and centralized optimal decision-making models are constructed respectively.The optimal decision of the supply chain members under decentralization and concentration is obtained through model derivation.Finally,a contract coordination model of dual-channel supply chain is constructed,which proves that the improved revenue sharing contract can realize the coordination of the dual-channel supply chain.Through numerical examples,the impact on the expected profit of the supply chain is analyzed by the parameters including the average of yield uncertainty,market distribution factor and contract parameters.The conditions for the contract parameters to be met by the supply chain coordination are obtained.(2)Establish a combined contract model of dual-channel supply chain based on CVaR under yield and demand uncertainty.Firstly,the problem of dual-channel supply chain coordination considering retailer risk aversion under yield and demand uncertainty is described.Secondly,a decision model based on CVaR metric retailer risk characteristics is constructed,and the optimal decisions are analyzed in decentralized decision-making situation and centralized decision-making situation respectively.Finally,the contract coordination model of dual-channel supply chain is constructed,which proves that the coordination of dual-channel supply chain can be achieved by the combined contract including revenue sharing contract and buyback contract.The impact on the expected profit of manufacturer and CVaR value is analyzed by the parameters including yield-demand uncertainty factors,risk-aversion factor and market distribution factor.The feasible range of Pareto improvement is discussed under the combined contract in a numerical example.(3)Applied Research:Analysis and improvement of the coordination strategy of the dualchannel supply chain of Z company E products.First of all,it introduces the basic situation of Z company,analyzes the sales status of Z company's E products and the uncertainties and risks faced.Then,the two-channel supply chain of E products with uncertain production and demand and the dual-channel supply chain of R company risk aversion are analyzed and improved.Finally,the corresponding management inspiration is analyzed and the contract model proposed in this paper is verified.Effectiveness and practicality.