| In the 21 st century, the ever-changing market environment has been promoting the change of the way that companies competing, the competition among enterprises has changed been competition among supply chains. If a company want to have a competitive advantage in the competition of supply chains, it is necessary to improve the competition of the supply chain; while the operation of the supply chain is based on the "competition-cooperation-coordination" mechanism, which coordination is the key of the supply chain operations. Therefore, the coordination of supply chain is significant on improving the supply chain competition, so the issue has became a focus in recent years.Currently, researches about supply chain coordination under the revenue sharing contract is relatively mature, the theoretical system of supply chain coordination has been founded preliminary, and the revenue sharing contract has been proved as an efficient coordinate contract both theoretically and practically. However, most of the current studies are based on supply chain members is risk-neutral and completely rational, supply chain members are absolutely aim to pursuing their own interests to maximize their profit. The latest research of Management Operations Management theory and Behavioral Economics has found that deciders not just take economic factor into consideration, but also concerning emotional factors,such as: experience,preferences, behaviors attitudes feature and so on, these factors will also have an impact on the final decision. Retailers as the terminal of the supply chain,faced a sophisticated market condition, and the decision preference of retailers has different types.Retailers faced consumers directly, one of the key problems is what influence will retailers’ decision preference make on the supply chain coordination.To resolve the problem, this paper combining qualitative and quantitative research methods: firstly, elaborates related concepts and summarize current study by teasing current researches; secondly, forms a secondary supply chain that content one supplier and one retailer,and study supply chain coordination problem based onmembers have no decision preference by revenue sharing contract; again, analysis the impact of retailer’s out of stock abominate preference and fairness preference on supply chain coordination. Finally, testing the conclusions by analyzing case.The study has the following three conclusions: Firstly, when the supply chain members are risk-neutral, revenue sharing contract can achieve coordination more easily and effectively to improve supply chain performance. Secondly, when the retailer has out of stock abominate preference, the revenue sharing contract can also achieve the coordination, the profit of supplier is greater than the supply chain members have no decision preference, and the profit increasing with the extent of retailers out of abominate increases. While the profits for retailers is less than the profit when supply chain members have no decision preference, and the profit decreasing with the extent of retailer’s out stock abominate preference increases.Thirdly, when the retailer has a fairness concern preference, the supply chain still can achieve coordinated through the revenue-sharing contract, the wholesale price is same as the price when supply chain members have no decision preference, and the price will not be effected by the extent of retailer’s fairness concern preference.This paper introduced the behavioral tendencies of supply chain members based on the current study of supply chain coordination. The revenue sharing contract based on the two-echelon will has a wide application as the development of e-commerce,on one hand the study supply enriched the theory of supply chain coordination, on the other hand, the study put forward a solution to improving the lever of supply chain management practice for small and medium-sized enterprise, so it also has a certain practical significance. |
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