Research On Incentive Mechanism Of Information Sharing In Supply Chains Based On Network Intermediary

The rapid development of social economy and changeable market environment which exacerbated the competition of all sectors. Each enterprise are actively seeking better ways of development in order to avoid being eliminated in the brutal competition. The development of the supply chain changed the competition between enterprises into the supply chains competition, so the success or failure of supply chain is related to the development of enterprises. Supply chain must achieve coordination between the various enterprises in order to developed rapidly high efficiency, low costly. Information sharing is the basic to achieve all the targets, it can reduce bullwhip effect which generates in the process of information transferring, reduce the stock cost, give the production and sales plan accurately, improve the fast response ability on the outside market changes. However, in actual operation, it exists various obstacles in the supply chain information sharing, such as the pursuit of interests, risk avoiding, moral risk and opportunism, many enterprises are reluctant to share information, or reduces the sharing information accuracy in the process of information sharing. Therefore, it is necessary to establish reasonable incentive mechanism of information sharing in supply chains, to promote more members share information efficiency.The quickly updating of computer network technology and information software injected fresh blood to the development of enterprises. Based on the environmental advantages, this paper makes the third party network intermediary institutions as a platform and media, analyzes the operation mode of supply chain based on the network intermediary. Firstly analyzes the differences between the network intermediary supply chain structure and traditional supply chain structure comparatively, summarizes the effects of the network intermediary in supply chain information sharing, gives out the network intermediary information sharing technology. Combined with the actual situation, analyzes the current obstacles in supply chain information sharing. Secondly, setting out from macroscopic and microcosmic respects, analyzes the four major factors which influence information sharing in supply chain by using the method of factor analysis and SPASS analysis software. Establishes two layers of supply chain game model which only contains the supplier and the retailer, analysis the relationship between information sharing accuracy and the interests of various supply chain members, reveals the interests influence which given by information sharing to various business. Finally, designs incentive mechanism of information sharing in supply chains based on the network intermediary from two angles, respectively is the linear transfer payment incentive mechanism, another kind of incentive mechanism is positive and negative transfer incentive mechanism. The first one means the dominant retailers promote supply chain to share information and improve its accuracy through the linear transfer payment. The second one means to analyze the results in the two cases of supply chain members in information sharing and not information sharing by the final benefit target function. Thereby, encourages more members to share information, in order to improve supply chain coordination and improve the whole performance of supply chain..