In the market competition, Supply chain is a complex dynamic system, which not only contains suppliers and manufacturers and others of the upstream supply chain members, but also has distributors and retailers of the downstream, etc. The most of supply chain members only pursue their own optimal interests alone, it is created "double marginalized effect" of supply chain. It means that the supply chain members’ own profit has achieved optimal alone, but the system as a whole could be not reached. In order to avoid the occurrence of this phenomenon, leaders need to make the right strategic decisions. Therefore, the research of supply chain coordination has become particularly important.Firstly, this thesis mainly describes the research background and meaning of supply chain coordination in introduction and closed loop supply chain, which points out many problems in the supply chain coordination. In real life, consumers are affected by many factors to the product demand, such as advertising, quality control, customer service etc, it is studied the manufacture’s effort level and warranty service in the model.Second, Based on the two-stage supply chain composed of a single manufacturer and retailer for the object,considers the demand influenced by sales efforts and warranty period length under stochastic demand, this paper builds up a supply chain model about the increasing sales efforts factor by retailers and manufacturers provide quality assurance services, and puts forward the common share sales efforts and warranty cost and revenue sharing contract under supply chain coordination strategy. Besides it gets some related sensitivity analysis and management implications by data simulation.Finally, This paper explores the closed-loop supply chain problem with random yield and the Sales Efforts under stochastic demand. Expected profit of supply chain system are developed under centralized decision and decentralized decision. Respectively, The optimal yield of the manufacturer and the advertising expenditures and initial order of the retailer are analyzed under the above two decision systems. The expected system’s profit of the closed-loop supply chain under decentralized decision system is smaller than the one under centralized decision system is proved. A co-poprofit-sharing contract is proposed to achieve the perfect coordination of closed-loop supply chain. |