The Research On Supply Chain Coordination With A Leading Supplier Under Demand Uncertainty

With economic globalization, product diversification and progress of science and technology, uncertainty in customer demand is becoming more and more prominent in many industries. Reducing demand uncertainty on the impact of supply chain performance and the greatest extent possible to meet market demand is becoming one of the main economic activities for many companies. Therefore, more and more attention are paid to the researches of supply chain optimization and coordination. From literature the thesis has listed, many research and practices embark from the retailers' angle under the business environment whose demand is uncertain and based on business coordinated question between retailer and supplier. This thesis is trying to change the tradition leading object and does research from suppliers' leading in the process of cooperation of both side. The mainly research contents and achievements are as follows:Firstly, the thesis reviews the current research of supply chain coordination between suppliers and retailers under demand certainty and demand uncertainty and introduces the relevant theories as well as points out the current inadequate and raises the research focus and significance of this paper;Secendly, it introduces the sources and manifestations of the supply chain and analyzes the reasons of demand uncertainty of supply chain viewing from the structure of supply chain, supply chain coordination and especially expounds the coordination mechanism under uncertainty demand which includes factors, principles, methods, models and strategies;Thirdly, based on this qualitative analysis, this thesis establishes a coordination model for one supplier and one retailer by viewing from the supplier' point which is considering the price elasticity of demand, adopting the strategy of common replenishment period and using centralized unified distribution model. And based on this model, the thesis establishes a coordination model for one supplier and more retailers various in cost. Moreover it illustrates that the coordination model is feasible and effective through numerical simulation;Finally, this thesis analyzes a case about cooperation between P & G and a Chinese supermarket. Through the analysis of the case, we find out both of them get reward from the cooperation which points out that there are four factors impacting on the cooperation: trust between the two sides, selection of performance measurement indicators, the establishment of an effective communication environment and the commitment on objectives of the senior managers. This implementation of the supply chain management business has an important theoretical and practical significance.