| With the improvement of the economic level of the residents, electronic products are gradually transformed from a luxury to a necessity of people’s life in consumers attitude. Electronic products have basically been popularized especially in the youth group. In recent years, with the development of scientific and technological level of our country, more and more local electronic brands which have proprietary intellectual property rights began to appear. However, with the products’marketing and sales, what following closely is lots of complaints and rights protection. The frequent happening of various of "quality gates" has seriously affected the market competitiveness of our products. For a time, terms such as poor quality, low durability, poor service and so on have been linked to electronic products of our country which not only affects the interests of member companies in consumer electronics product supply chain, but also directly harm the development of emerging electronics industry in our country. Therefore, it is urgent to consider how to improve the quality of consumer electronics products. So this paper starts from the quality control angel of consumer electronics supply chain quality, do research into supply chain’s quality control with the use of game theory, contract design and related optimization. The purpose of this paper is to obtain useful conclusions to provide reference ideas for the decision-making of member companies of consumer electronics supply chain, and provide industry regulation suggestions of quality control angle for related industry management department of our country. The main contents are as follows:Firstly, combined with the actual situation of our country, this paper introduced third-party testing to monitor product quality based on two-stage supply chain of retailers leading, use evolutionary game theory to construct quality and safety supervision model of two-stage supply chain and utilize replicator dynamics equation to analyze the stability of this model. It shows that in order to obtain long-term interests, suppliers and retailers should gradually prompt legitimate production by necessary supervision means to improve product quality to achieve the overall growth of supply chain revenue.Secondly, based on two-stage supply chain consisting of suppliers and retailers, this paper gave the preliminary analysis for the influence of supply chain profit, sales etc. under stochastic market demand by introducing the concept of quality efforts in the supply chain of stochastic demand. This paper also analyzed the influence of the improvement of quality effort to market demand, the overall supply chain profit, reorder quantity and retail prices under collaborative supply chain model. It is shows that the improvement of quality efforts contributes to the growth of the overall supply chain profit and reorder quantity and the falling of retail prices, which will stimulate market activity to meet market demand and profit growth of all parties.Finally, the paper based on the theory of revenue sharing contract and the price subsidies contract, together with the quality-effort factor of supplier and retailer in supply chain system, this paper studies the quality control mechanism of each member in a two-stage supply chain system. The Stackelberg equilibrium strategies in four different models are analyzed, including suppliers and retailers’cooperation, uncooperative, using a single contract and using a two-way contract, and demonstrating the advantage on the quality improvement of the contract and the relationship between quality improvement and market demand. The result shows that when the change of marker demand is highly sensitive to product quality and marketing quality, within the pressure range of affordable cost, the two-way contract coordination is effective both to improve the quality of both sides and to balance the supply chain profits, in order to achieve the expectation of market-demand and the both sides of profits growing. |
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