Study On Coordination Of Supply Chain Based On Demand Disruption

With the economic globalization, the demand for personalization and variability, the product-centric push-type management model was turned into the customer-centric pull-type management model. Owing to the rapid development of information industry, the effect generated by negative rumors about product quality will be multiplied. Because of these reasons, demand of products which is hard to forecast accurately is disturbed. Faced with this complex and ever-changing demand, many enterprises cooperate and make decision from the perspective of supply chain. But the supply chain system spans more and more countries and its structure becomes more and more complex, so plenty of uncertainties appear. Contemporary supply chain management technology and thinking focuses on Lean Manufacture, Just in Time, Zero Inventory and so on, which brings great profit, but also results in the supply chain more vulnerable to various disruptions. Therefore, understanding the reasons why demand disruption happened, risk conduction of demand disruption and taking effective measures to control and prevent from demand disruption has an important theoretical value and practical significance.First of all, this article introduces the definition and classification of contract coordination of supply chain which is used to maximize the profit of supply chain with demand disruption or not, and then focus on studying of demand disruption. According to the impact of demand disruption, it's divided into normal demand disruption and unusual demand disruption, of which causes and characteristics are compared. Then it describes how demand disruption has an effect on enterprises in supply chain. Two conduction models are followed: three-dimensional conduction based on effect factors and linear conduction based on conduction path. Based on understand of risk conduction of demand disruption, how to control the effect of demand disruption is described qualitatively from three aspects: the five strategies, corporate public relations and the function of government. Finally, in a circumstance that price-sensitive coefficient is affected by demand disruption, how retailer to re-price products is discussed qualitatively. In order to ensure retailers order products according to the optimal order quantity after demand disruption and price product according to the optimal retail price, the contracts of supply chain are used to coordinate supply chain based on different levels of affects of demand disruption so as to maximize profits of supply chain.