Strategy Selection Of Supply Chain Member Under Asymmetric Information:Channel Encroachment,Signal Transmission And Information Acquisition

In the background of asymmetric information,each participant in the supply chain owns different information,which makes various opportunistic behaviors occur frequently.Among them,the information leakage problem seriously harms the interests of the information owner and the entire whole supply chain.With the development of e-commerce,more and more manufacturing enterprises are entering the retail market through direct channels,and the dual-channel supply chain has become the mainstream direction.Existing research on single-channel information leakage can no longer adapt to the more complex supply chain structure.By considering the manufacturer’s strategy choice of direct channel invasion,this paper studies the information leakage problem in single-channel and dual-channel supply chains,and analyzes the optimal signal transmission strategy of the large retailer when there is information leakage in the supply chain and the optimal information acquisition strategy of the small retailer when there is no information leakage.Firstly,this paper analyzes the achievements and shortcomings of existing research on dual-channel supply chain,information leakage and information acquisition by combing relevant literatures at home and abroad.This paper summarizes the research problems and determines the research methods and ideas based on game theory,dual-channel supply chain theory and relevant theories of information leakage.Secondly,this paper assumes that there are two strategies of information leakage and direct channel invasion after the manufacturer obtains the order information of the large retailer,and constructs the game model of supply chain members under the four strategies of the manufacturer,and analyzes the influencing factors and conditions of different strategy choices as well as the influence on the profit of supply chain members.Furthermore,this paper discusses two kinds of information acquisition strategies:separating order and pooling order for the large retailer when the manufacturer chooses to disclose information,and information purchase and information sharing for the small retailer when the manufacturer chooses not to disclose information.Based on the manufacturer’s channel invasion strategy choice,the signal transmission model of the large retailer and the information acquisition model of the small retailer are constructed respectively,and the retailer information game and equilibrium results are studied.Finally,numerical simulation was conducted based on MATLAB platform to analyze the influence of the changes of relevant parameters on the selection of supply chain member strategy,and explore the equilibrium solution of two-channel supply chain information leakage problem.The results show that:(1)the manufacturer’s direct marketing channel invasion decision is related to the sales cost and market demand state,and the information leakage decision is related to the direct marketing channel invasion decision and high market prior probability.The choice of signal transmission strategy of the large retailer is related to the change of market demand and the choice of invasion strategy of the manufacturer’s direct marketing channel.The optimal information acquisition strategy selection of the small retailer is related to the size of fixed transfer payment and revenue sharing coefficient,and the critical conditions of different strategies selection of supply chain members are obtained.(2)This paper finds that manufacturer information leakage is not always beneficial to the small retailer,and has different effects on the profits of the large and small retailer under different conditions.(3)The direct marketing channel invasion of the manufacturer always leads to a decline in the profits of retailers’,which has a greater impact on the profits of the large retailer.The large retailer is likely to profit from lower order volumes.Through the analysis of the game process between the relevant subjects of information leakage,this paper obtained the equilibrium results under different strategy choices,which enriched the research on supply chain information leakage and information acquisition to a certain extent,and improved the research on information leakage under dual-channel supply chain.It is of great theoretical significance and social value to provide theoretical reference for the manufacturer,the large retailer and the small retailer to make scientific decisions under information leakage,help to reduce the risks brought by information leakage,promote information sharing cooperation among supply chain enterprises and create an atmosphere of social trust.