Based On Cooperation Game Manufacturer-driven Supply Chain Pricing Decision Study

Now the market competition is getting more and more intense, particularly the price competition. In order to alleviate the constant pressure of bidding and ensure a certain profit level, companies must find a certain competitive pricing strategy.This paper is mainly in the framework of game theory, through the establishment game model to analyze the companies how to achieve a win-win with the best price in a cooperation state. Specific ideas as follows:From the perspective of supply chain coordination, the paper emphasize the equilibrium strategy about demand and price under the collaborative partners, regard both supply and demand companies in the supply chain as a close interaction, game theory and corporate synergy companies. Under the supply chain system profit maximization objective for decision-making, the paper take supply chain cost as the foundation and take cooperative relationship as a link to study manufacturers and distributors of the demand and price decision-making and make supply chain system's benefit rational distribution, so that the price formulation coordinate with capital flow change, logistics and information flow. It can improve both supply and demand companies' overall operational efficiency and achieve the objective of the rational allocation of resources and optimization. Thus, it not only make the supply chain system profits maximization, but also various enterprises' profit in the chain have the corresponding increase.In order to serve the above purpose, the paper mainly aimes at the manufacturer-driven supply chain to discuss the pricing decision of manufacturer and distributor about the second-level supply chain. Namely, first through to carrying on game analysis of the chain enterprise's behavior, to obtain that enterprise's behavior tends cooperative; then, through non-cooperation game model and cooperation game model comparative analysis, cooperative game model can make the whole supply chain system to achieve optimal efficiency, rather than the non-cooperative game model only contented to maximize their own interests, do further analysis of the cooperation game model to discover the flaws; then, based on the cooperative game model carrying on pricing model improvement: First, the paper designs a distribution factor of profits to determine the price scope, and then bargaining power to determine the optimal price; second, the supply chain enterprises not only have the cooperation, but also have a certain degree of competition. Dividing two kinds of situations to increase the similar enterprise's numbers, separately through redundant game and the tendering theory to analyze the optimal pricing strategies under the competitive mechanism; third, it regards the demand fluctuation as the molecular geometry Brownian movement to analyze, and the introduction of the time factor combined with the linear function to determine the optimal price and market demand. Then, based on the cooperation game model of two sides, extended to three games, the paper further uses the game theory to study pricing decisions about the supply chain enterprises. Finally, the paper uses an example to further verify the feasibility of the pricing model.