Supply Chains Research When Demand Is Dependent On Price, Sales Effort And Display

Research on supply chain, the contract has received widespread attention, the well-known contract such as the wholesale price contract, revenue sharing contract, profit sharing contract and quantity discount contract, buy-back contract, quantity discount contract and so on, the different contract brings different influence to the members of the supply chain, and the purpose of researching contract is to make supply chain collaboration, namely the supply chain achieves optimal overall profit. Firstly, this paper examines the coordination problem of supply chain, it is improved based on the previous contract, supply chain that under certain conditions to achieve optimal, secondly,examination of the impact of the use of contract in the supply chain of different supply chain decision makers.However, the supply chain demand is influenced by many aspects of factors investigated, it is usually the price, promotion, shelf display quantity, discount, bundled sales, in consideration of these decision variables divided into endogenous and exogenous variables. On the impact of demand factors, this paper chose price, promotion and shelf display quantity. firstly, it investigates the influence factors as exogenous variables, and then consider the impact factor for endogenous variables.The research object of supply chain is usually consumers, retailers and manufacturers, according to the relationship, and as the sales relationships, manufacturers usually corresponds to retailers,retailers usually corresponds to manufacturers, and in direct sales of supply chain it can also see that manufacturers directly sales goods to consumers, the number of each levels of decision makers is not definite, manufacturers can be a single or not, the same to retails, and consumers can be as a whole study and can also as individual research, this paper examines the two level for the simple chain, only consider a manufacturer corresponds to a retailer’s problem.Combined with different contract and the factors that affect the demand, the following investigated several scenarios: 1) the influence of promotion and decision content as exogenous variables of the supply chain, the wholesale price contract study respectively, revenue sharing contract, buy-back contract research on supply chain coordination, 2) the price, promotion and the effect of decision variables as the endogenous variable of the supply chain, respectively study the sharing contract in the wholesale price contract and revenue situation, effect of different way ofundertaking promotions for the supply chain partners 3) the price, the promotion and the shelf display quantity and the decision variables as endogenous variables of the supply chain, the wholesale price contract and revenue respectively study sharing contract situation, the optimal decision mode to undertake promotional different for both sides of supply chain.