Research On Supply Cooperation Of Coordiantion Mechanism And Contract Design Under Mass Customizaiotn

With the development of science and technology as well as globalization economy, competition of the market, where buyers take a favorable position, is much fiercer. So, traditional mass production can not adapt to the market which characterizes customization, diversification and changeability. Thus the mass customization shall be the dominate business model in the 21 century. On the other hand, enterprises as individuals are not able to survive on their own capability or resources to conquer such a market anymore, and it is said that competition in 21 century is not among enterprises but among supply chains.Currently, there are lots of studies on mass production or normal coordination mechanisms of supply chain contract, but few scholars pay much attention on the research in designing the supply chain structure and designing of contract under mass customization. Hereupon, this paper studies related context of supply chain coordination under mass customization model.Based on game theory, principle-agent model, optimal control theory and the combination of qualitative and quantitative analysis, this paper analyzes the structure model of mass customization supply chain grounded on Internet technology in order to promote the information perfectly shared. Then it sets up a supply cooperation model which contains two parties, one is supplier and the other one is manufacturer (buyer), and aims to maximize the profit of the whole supply chain by making the best decision of time for customization and price for selling. Combining previous study home and abroad and basic characters of mass customization, this paper designs profit-shared contract under complete cooperation and income-shared contract under price promotions. Performance analysis of contracts is also covered. And numeral analysis is done to confirm the liability of each model and conclusion.