Study On The Influence Of Three Trade Promotion Tools On The Supply Chain Distribution System

The supply chain distribution system is important part of the supply chain from the manufacture to the consumer. Under the direction of marketing idea of revolving about consumers, the supply chain distribution system is service system surrounding consumers. It consists of the consumer, the retailer, the agent, special service organization, storage and transportation organization and the manufacture. Recently, the studies about distribution system mainly involve the partnership between the manufacture and the distributor, ordering and pricing strategy, logistics distribution and storage strategy, decision support, etc. Recent years, many people have gone about studying promotion strategy in distribution system with quantitative and optimized method.Considering the supply chain distribution system composed of a retailer and two manufactures, price competition between two manufactures exists in this system and advertisement has the function of adjusting price sensitivity. Establish demand response function, and the profit functions of manufactures and the retailer under two cases that the retailer transmits part and total discounts to the customer. Solve Stackelberg equilibrium, and compare the manufacture's advertisement level, trade discounts and profits under two cases, and compare the retailer's profits under two cases. Through establishing the mathematics model, study the influence of rebate on the profits of supply chain distribution system members. Obtain minimum sales volume of rebate ,the optimal rebate standard of the manufacturer and corresponding cost of sales promotion of the retailer. Further, through an example calculate the parameters and the profits of the supply chain members when implementing rebate.Based on classical economic ordering quantity model, stand the vendor's angle, then establish profit model of the system when the manufacture takes all-units quantity discount. Obtain suitable starting point of quantity and discount rate to cause that ordering quantity increases from economic quantity to systemic optimal quantity and the profits of the members of distribution system are both incremental.By using of the simulation software MATLABA7.1, calculate and simulate the mathematics models of the above three parts. And give some feasible advice for practical situation.