Research Of Retailers Ordering Strategy Based On The Sales Effort And External Financing

Early supply chain is a production chain which transfers or sells purchased raw material or received parts to downstream users by production. After 1990 s, because of the change of demand environment, the position of end users or customers is emphasized, which cause the transmission from production chain to value chain. From the 21 st century, with the promotion of economic globalization and development of information technology, the material, information and funds among supply chain members run faster and faster, which leads to the frequent happening of fund shortage of enterprises. For enterprises that are short for funds, how to use limited funds for manufacturers and retailers affects the operation decision of the company. Enterprises mainly use limited funds for two aspects: one is for meeting usual operation; parts for production or ordering; the other is for market development and increasing sales, such as enlarging operating areas, hiring more sellers, strengthening business and sale skill training of workers and sellers, increasing ads input, considering personalized demands of customers in product design and production, renovating internal decoration to increase customer experience, improving exhibition and sale space of products etc. These are all possible to inspire the increasing of demands. However, because these efforts all need cost input, how to balance funds and supply chain efforts to realize supply chain coordination is the focus of supply chain contract model research in reality.Considering the condition that efforts affect market demands, based on newsvendor model, this paper sets up the extension model and basic model that funds restrain supply chain operation decisions. It researches how effort level and initial funds affect funds to constrain supply chain operation decisions and system performance. The main research content is as follows:(1)It establishes a secondary supply chain system formed by single manufacturer and single retailer, of which the retailer has capital constraint. It establishes the model that funds constrain ordering policy under the condition that effort level affects market demands. It shows that there exists the best effort level and the best ordering quantity. By introducing return contrast, it finds that the increasing that funds constrain retailers’ effort level can improve the performance of supply chain system.(2)To coordinate chain system, retailers share the effort costs of producers and introduce return contrast to make supply chain coordinating. It further concludes the best strategy share level and ordering quantity that funds constrain retailers, when supply chain is harmonious.(3)Under the environment that market demands are not stable, it researches the supply chain financing system formed by single supplier, fund restrained retailers and banks. The analysis obtains the best ordering decision that funds restrain retailers, the best financing rate of commercial banks, the best wholesale price of suppliers and the influence of retailers’ initial funds on financing rate and ordering decisions. It analyzes the influence of owned fund size that funds constrain retailers on the best decision of supply chain financing system.(4)It establishes an ordering model of supply chain external financing of fund restrained retailers, under the condition that effort factors affect market demands. It researches the best production decision of retailers and the best interest rate of banks. The research finds that ordering quantity of retailers and effort level is an increasing function related to initial funds, but interest rate level of banks increases first and then decreases with the increasing of initial funds.(5)It researches the best ordering of three-stage economic lot size that funds restrain enterprises to adopt partial delay payments. It shows that when retailers and customers have partial delay payments, the best ordering strategy exists and is sole. When the delay payment period of retailers is longer than customers’ delay payment period, the best ordering cycle and the best ordering quantity of retailers decrease with the increasing of deteriorating rate of products. At this time, retailers should increase ordering frequency and decrease ordering quantity. When the delay payment period of retailers is shorter than customers’ delay payment period, the best ordering cycle and the best ordering quantity of retailers increase with the increasing of deteriorating rate of products. At this time, retailers should decrease ordering frequency and increase ordering quantity.