A Study Of Multi-Channel Supply Chain Collaboration Based On Stackelberg Game And Transfer Payment Theory

With the rapid development of the global economy, the relationship between the members of the supply chain has become more and more complex, and the number of the supply chain node enterprises has been increasing. The single-channel supply chain gradually developed into a multi-channel supply chain and supply chain network structure. As an independent decision-making of individual, supply chain node enterprises’double marginalization effect due to the pursuit of self-interest maximize and the bullwhip effect due to little information sharing greatly affect the overall performance of the multi-channel supply chain. Therefore, multi-channel supply chain collaborative operational research has important theoretical and practical significance to the enterprises under the increasing competitive pressure and market environment.This article establishes multi-channel supply chain collaboration model which regards retailers’promotional efforts value、processing additional price and suppliers selling products prices as the endogenous variable. Using stackelberg master-slave dynamic game and MATLAB’s powerful computing capabilities, analyzes supplier and retailers’the best decisions in emerging markets and mass-market. Through numerical analysis draws supply chain focus collaborative decision-making is superior to decentralized decision-making conclusion and conductes a sensitivity analysis of positive and negative coefficient and price-sensitive coefficient.In order to ensure the coordinated development of the supply chain, establishes a multi-channel supply chain contract model based on transfer payments to eliminate the bullwhip effect and double marginalization effect. Through game theory concludes mixed strategy Nash equilibrium about supplier the best probability of supervision norms and retailers the best probability of false information and concludes a range of the best transfer payments under the the supplier dominated by multi-channel supply chain, to promote the coordinated development of the supply chain. At the same time, using of AHP theory concludes that information sharing is most important factors affectted the enterprise internal collaborative operation. Therefore, Specify the direction of enterprise internal collaborative operation improvement,and further ensure the coordinated development of the supply chain, effectively improve the market competitiveness. Finally, to the main products of the Y’s example,and do a large number of data research about its internal operations and supply chain management. Using article research to guide the company’s supply chain collaboration operation, verify the validity of multi-channel supply chain collaboration model.