Research On Optimization Strategy Of Cooperative Alliance Under Competing Multi-manufacturer Based On Supply Chain Contract

Since the beginning of the 21st century,with the continuous innovation of network communication technology,dynamic alliance management and related technologies,supply chain management has shown the development trend of globalization,agility,greening and electronicalization,and the competition between enterprises in the 21st century has become the competition between supply chains.With the acceleration of global economic integration,the structure of supply chain becomes more and more complex,and higher requirements will be put forward for supply chain management.Compared with the previous management method which mainly focused on the optimization of internal resources,supply chain management pays more attention to the coordination and optimization between multiple enterprises related to products.Usually,supply chain members can share information,reduce costs and improve the performance of the whole supply chain by establishing cooperative alliances.In the cooperative game,manufacturers and retailers reach cooperation through binding agreements,and realize Pareto improvement of both sides' profits through alliance game.At present,researches on supply chain contracts can be divided into four categories according to the structure of supply chain studied: One manufacturer to One retailer(one-one structure),One manufacturer to multiple retailers(one-more structure),multiple manufacturers to One retailer(more-one structure)and multiple manufacturers to multiple retailers(more-more structure).The first two types of research results have been very rich,while the latter two types of research results are relatively few,especially the multi-manufacturer to multi-retailer structure is rarely studied.However,the supply chain coordination under multi-manufacturer competition is completely different from that of a single manufacturer,and the choice of contract has also changed.Therefore,this dissertation studies on many manufacturers under the competition of supply chain as the research object,research this case based on the alliance of supply chain contract optimization decision problem,respectively from the competition based on wholesale price contract manufacturers alliance under the optimization decision making,based on revenue sharing contract manufacturers competition alliance under the optimization decision and based on two-part tariff contract manufacturers competition under cooperation alliance optimization decision-making of the research in three aspects,the concrete research content is as follows:Firstly,research the cooperative alliance optimization decision problem of multi-manufacturer and retailer two-stage supply chain based on wholesale price contract.Respectively constructed two manufacturer and a retailer and manufacturer with competitive supply chain model,composed of two retailers in alliance has not formed,two competitive manufacturers at the same time provide retailers with wholesale price contract,according to the variation of the intensity of competition between manufacturers,retailers influence on profit distribution,to decide whether to choose alliance.Studies have shown that the wholesale price contract fail to reach an alliance of manufacturers and retailers.Secondly,study the cooperative alliance optimization decision of multi-manufacturer and retailer two-stage supply chain based on revenue sharing contract.First,the competitive supply chain model consisting of two manufacturers and one dominant retailer under the cooperative alliance environment is studied.By adopting the revenue-sharing contract,both retailers and manufacturers can achieve the conditions of forming a single alliance and a multi-alliance,and the influence of product competition intensity on the formation and disintegration of the alliance is further analyzed.Second,research alliance environment,with provide a competitive supply chain model between manufacturers and retailers,the competition between multi-manufacturer and multi-retailer,the analysis of revenue sharing contract under supply chain balanced and limitations,and two manufacturers choose to change contract,the distribution of retailers,and further expounds various under different intensity of competition in product supply chain effects on alliance optimization decision.The research results show that if multi-manufacturer and retailer reach cooperative alliance,they can achieve pareto improvement through revenue sharing contract.Finally,research the cooperative alliance optimization decision problem of two-stage supply chain of multi-manufacturer and retailer based on two-part tariff contract.To build the first of two competitive manufacturer and a retailer's supply chain system,under the two-part tariff contract game equilibrium of the supply chain co-opetition issues and consider under multilateral game up of single manufacturer,multi-manufacturer and one retailer in the department of pricing under the contract of supply chain how to achieve coordination of supply chain system,under the two-part tariff contract supply chain balanced and limitations.Then,build two competitive manufacturers and two competitive retailers of two-stage supply chain model,under the two-part tariff contract,multi-manufacturer competition and more retailers alliance between optimization decision problems,mainly for four league form,the contrast that the pricing the fixed fee changes in the contract within a certain range,to achieve two-part tariff contract the margins of retailers and manufacturers can realize the pareto improvement,but the scope of the fixed fee adjustment by the manufacturers product competition strength and retailers competing strength influence each are not identical.Research shows that in the competitive environment of supply chain system,when the competition strength reaches a certain proportion,two manufacturers in the prisoner's dilemma,cannot achieve earnings increase,unless the cooperation between manufacturers,unified make contract choice,reduce the intensity of the competition between each other,and achieve multiple benefits of pareto improvement,not only lost their own interests in the fierce competition.