Research On Supply Chain Game Of Retailer 's Service Under The Guidance Of Producer

With the change of customer demand and market competition, in order to gain more profits, retailers must adopt the much more complex strategies, not simple to lower prices. As one of the non-price factors, service has an important influence on purchase decision from consumers, and has increasingly become the means of competition of retailers who can rely on.The supply chain is composed of two manufacturers and one common retailer, and respectively study that when the retailer who adopt the markup pricing method provide different services and universal services, service promote coefficient, service competition coefficient, price elasticity coefficient and product substitution coefficient will have the influence on the optimal pricing, service decisions and profits of the participants. Using the numerical analysis has the following main conclusions:(1)When retailers provide different services,(1)With the increase of price elasticity, service levels from the retailer, quantity demand, profits of all participants will decreases.(2)With the increase of service promote coefficient/service competition coefficient or the reduce of product substitution coefficient(the same as the differences between products), to high quality product, the retailer will raise the level of service,and quantity demand, profits from manufacturer will increase. To the low quality product, market demand is reduced, and the service level from retailer and profit will decrease after increases first. The profit from the retailer also decrease after increases first. In other words, the different services is only benefit for high quality products of the manufacture. For the low quality products of the manufacturers and the retailer, there is an optimal service level.(2)When retailers provide universal services,(1)With the increase of service promote coefficient/price elasticity coefficient, all the decision variables and profits have the same characteristics as the effect of the different services.(2) With the improvement of otherness between products, all the decision variables and profits have the same characteristics as the effect of the different services. While the market demand are reduced about the low and high quality products.(3)Contrast differences between different and universal service, we find that:(1)Service promote coefficient is the key to the retailer about choice of the kind of the service. To the profits of the retailer and manufacturers, when the service promote coefficient is small, the different services is better than the universal services. When the service promote coefficient increases to a certain degree, the retailer will provide universal services rather than difference services.(2)With the profits about the analysis of price elasticity/ otherness between products, universal service show the function of relieving fluctuation.