Research On Demand Information Sharing Strategy Of Dual-channel Supply Chain Under Different Power Structures

In the context of the rapid development of Internet technology,many manufacturers adopt the dual channel operation mode combining traditional sales channels and online direct sales channels.In a dual-channel supply chain,manufacturers and retailers obtain part of private demand information through network channels and traditional channels,and information asymmetry is common.Under information asymmetry,members of supply chain are difficult to make reasonable decisions on output and price,which affects the efficiency of supply chain.Power structure is an important factor that affects corporate decision making.Because of the difference of power status between manufacturer and retailer,there are three kinds of power structure in supply chain: manufacturer leading,retailer leading and power balance.Under these three kinds of power structures,whether the members of the dual-channel supply chain are willing to share their demand information to change the status quo of information asymmetry is a practical problem worth studying.Taking this as a starting point,this paper studies the demand information sharing problem of dual-channel supply chain under different power structures,so as to promote the efficient development of dual-channel supply chain.First of all,on the basis of literature study and theory combing,assuming that manufacturers and retailers have some demand information respectively,considering the dominator’s investment behavior in the supply chain,because there are a leak in the dominant information in the game,so dominant in the existence of double channels in the supply chain,build the follower game model of information sharing and information sharing;In the dual-channel supply chain with balanced power,the game models of information sharing among manufacturer,retailer,no information sharing between both parties and information sharing between two parties are constructed.Then,the optimal strategy and profit of dual-channel supply chain members under different power structure and different information sharing are solved by using the method of reverse recursion.Further,under different power structures,this paper explores the information sharing strategies of dual-channel supply chain members,and analyzes the coordination mode of information sharing strategies.Finally,numerical simulation is used to explore the influence of parameter changes on dual-channel supply chain members’ profits,and specific countermeasures and suggestions are put forward to improve dual-channel supply chain management.The results show that:(1)In the presence of dominant player,the dominant player can always benefit from information sharing,and the information sharing strategy of following player is related to research or service cost coefficient;(2)Under the balance of power,both manufacturers and retailers choose not to share demand information;(3)Under the manufacturer’s leadership,the revenue-sharing contract can coordinate the dual-channel supply chain membership strategy well and improve the profit of the manufacturer and the retailer;(4)The influence of market share,competitive intensity and forecasting precision on the profit of supply chain members is related to the power structure in the supply chain,and the influence of competitive intensity on the profit of manufacturers under the balance of power is also related to the information sharing pattern in the supply chain.The research results provide scientific decision-making guidance for members of the dual-channel supply chain under different power structures.