Strategy Of Competitive Supply Chain Under Demand Asymmetric

As competition in market has become fiercer, competition between enterprises has changed into competition between supply chains. Academics have paid more attention to coordination and integration in supply chain. Through reasonable coordination and integration of supply chain, the total profit of the supply chain could be improved, and also participants of such supply chain might increase. Thus, it makes sense to research on supply chain coordination and integration. But to fulfill the coordination of the supply chain, the most important step is to smooth the information exchange among participants of the supply chain. Starting from this point, this paper researched on the flow of market demand information in a supply chain.The retailer, the end of a supply chain, actually is the start point of market demand information. The market demand information that it holds has significant impact on the whole supply chain. It's important for both the retailer and the supplier to adjust ordering goods plan, manufacturing plan, and stocking plan to specific market demand information, because such adjustment could reduce their stocks and relevant risk. In actual operation of a supply chain, the retailer is the most suitable operator to conduct market surveys to obtain demand information, since the retailer is the closest to market and to consumers. Based on such fact, this paper firstly analyzed the behaviors of market surveys of two retailers in two different supply chains, then assumed that the retailer invested in market research to get market demand information and then decided whether to share such demand information with the supplier, finally focused on the behavior of information sharing between the supplier and the retailer in every specific supply chain of the two chains.From an aspect of incomplete information, this paper researched on the behavior of competition and coordination between two supply chains, each including a retailer and a supplier. Firs, this paper set up the Cornet game model of two retailers'market surveys to get demand information under the assumptions about incomplete information. Then, it set up a model of the information sharing behavior between two supply chains competing with each other. In this model, two retailers competed with each other as a Cournot game in market while every retailer and supplier conducted a stackelberg game. When solve such model, this paper obtained equilibrium in every conditions and then conducted numerical analysis. Finally, this paper concluded as follows:When a retailer decided to give up its behavior of market survey, another retailer's best response is : If the market demand is slack, it should not do market research. If the market demand is booming, it's best to do market survey. Whereas, when a retailer chose to conduct market research, another retailer's best choice is to do market research.The higher the possibility of high-market-demand is, the more the tendency that retailers will not share information. When high-market-demand information is known, the best choice of a supply chain is to share information if it knows that another supply chain has not shared information about such high-market demand conditions.