Research On Supply Chain Game With Brand Difference

With development of economic, the supply chain has become the main mode of modern competition. Competition of the supply chain has changed from the original price competition into price, brand, service and other elements competition. The more and more research on alternatives in Supply chain, this article will introduce asymmetric substitution and consider the gap between brands lead to asymmetric substitution. The more and more research of services have succeed, the paper introduced the service gap factor that causes the brand gap.Based on the summary of domestic and foreign scholars’ research on the supply chain alternatives, brand, service problem, the paper builds a supply chain that include two manufacturers and a common retailer. The paper studies asymmetry coefficient and service gaps coefficient by mathematical modeling, numerical analysis. The main research contents and conclusions are as follows:( 1) Manufacturer-Stackelberg Game, paper assume both the manufacturer’s production cost is the same. Due to differences in brand awareness, paper introduce asymmetry coefficient. This paper establish the demand and profit model, and try to solve problem by mathematical game theory, paper put number into models and draw diagram to express the relationship between the various parts of the supply chain and the asymmetry coefficient. Analysis shows: retail prices, wholesale prices, sales and manufacturer profits of excellent product with the increase of the asymmetry coefficient will become smaller; retail prices, wholesale prices, sales and manufacturer profits of excellent product with the increase of the asymmetry coefficient will become larger; the profits of common retailers will increases with asymmetry coefficient increases. The results showed that: asymmetric coefficients and coefficients of three different service gaps claimed structures, effects are similar. Brand gap coefficient and service gaps coefficient at different rights structure on the participants is similar; manufacturer under the auspices of Stackelberg game, wholesale prices, profit is the largest manufacturer; under the leading retailer Stackelberg game, the retail price retailers profit is the largest; Nash equilibrium Game, sales and supply chain, the largest total profit.(2)Manufacturer-Stackelberg Game, the paper assume manufacturing costs is the same, but service costs is different. excellent product manufacturer to maintain the present state, the manufacturer of ordinary goods try to reduce the gap by increasing the service gap coefficient. This paper establish the demand and profit model, and try to solve problem by mathematical game theory, paper put number into models and draw diagram to express the relationship between the various parts of the supply chain and the service gap coefficient. Analysis showed that: Retail prices, wholesale prices, sales and profits of the excellent manufacturer and service gap coefficient is direct ratio; ordinary goods retail price, wholesale price and the service gap coefficient is direct ratio, but the sales,profits of the general product manufacturers and the coefficient is inversely proportional; as a common retailer, the retailer’s profit and service gap coefficient is inversely proportional; total profit of the supply chain is also inversely proportional to the service gap coefficient.(3)In order to enrich the supply chain research, this paper will increase the asymmetry coefficients and service gaps coefficients to Manufacturer-Stackelberg game, Retailer-Stackelberg game and Vertical Nash. The results showed that: asymmetric coefficients and service gaps coefficients of three different service gaps claimed structures are similar. Manufacturer-Stackelberg game, wholesale prices, profit are the largest; Retailer-Stackelberg game, the retail price retailers profit are the largest; Vertical Nash Game, sales and total profit of supply chain are the largest.