Research On Coordination In Perishable' Production Supply Chain Based On Multi-vareable Decision

Perishable products are a kind of products which have the characters of long production lead time, short selling time, very low value of unsellable products even needing disposal cost and undetermined market demand. Products have shorter life cycle and update quickly and more and more products have the character of perishable products with the development of science technology, diversification and individuation of customer demand and fierce market competition. In this paper, we using theories and methods of game theory, operational research, inventory theory, marketing, advertising, finance and industrial economics to research, for manufacturers, how to use different strategies to rationalize the main terms of supply chain contracts, to coordinate the relationship of competition and cooperation among manufactures, retailers and distributors, even to achieve the coordination of supply chain, and for perishable products retailers, how to select their optimal strategies according to manufacturers'contracts. Specifically, address the following three aspects:1. Perishable products supply chain coordination based on jointed advertising investment. For complete competition market, advertising is a major means of non-price competition. This paper studies the influence to demand brought by retailer's local promotion advertising investment and manufacturer brand advertising investment. And based on this we establish expected profit maximum model and point out manufacturer and retailer's optimal advertising investment and retailer's order strategy. The results show under the condition of fixed wholesale price reasonable jointed advertising investment and retailer's appropriate order strategy can make retailer and manufacturer's expected profit maximum but cannot necessarily achieve coordination of supply chain; further points out it exists moral hazard in jointed advertising investment, so manufacturer can adjust in order to achieve perishable products supply chain coordination through buy-back strategy and proportion retailer's local promotion advertising investment.2. Perishable products supply chain coordination based on option contract. For perishable products'fluctuations in demand and inaccurate forecast can bring risk to retailers and the whole supply chain, we incorporate option theory in finance, set up manufacturers'game models of perishable products supply chain under two production modes and give out retailers'optimal option purchase quantities and optimal initial fixed order quantities. It shows that through incorporating option mechanism, quantity flexible strategy and quick respond strategy not only can improve manufacturers and retailers'expected profit but also can easily achieve coordination of supply chain.3. Perishable products supply chain coordination based on return reverse logistics. For the return reverse logistics caused by consumers'false failure return in sales process, first we analyze perishable products'two-layer supply chain under the condition of retailer's sales effort lever having influence to demand and return quantities, and establish corresponding game model. The study shows manufacturer's buy-back strategy cannot achieve supply chain coordination, but combining channel rebate and penalty contract with buy-back contract can achieve supply chain coordination, and then put perishable products'two-layer supply chain to three-layer supply chain and study its optimal inventory control strategy and coordination. Next, we consider perishable products'two-layer supply chain under the condition of customers'return price having influence to demand and return quantities and establish corresponding game model and demonstrate how to choose a suitable supply chain contract parameters in order to make perishable products supply chain achieve coordination.