Considering Supply Chain’s Competition Model And Coordination Mechanism With Sales Efforts In Uncertain Environment

With the integration of the global economy and the dynamics of the competition in the market, enterprises must be clear with the rules in order to develop, that supply chain management has become an important mean for market competition. The only choice for all members to enhance the competitiveness of the supply chain is tak ing the optimal interests of the whole supply chain as a unified strategic goal to make decisions. While the individual decisions of each member in the supply chain always conflict with the overall decisions of the supply chain, so it need to construct an appropriate contract mechanism to coordinate all members’ decisions, to achieve the optimal state of the supply chain, and to enhance the overall competitiveness of the supply chain. C urrently, due to the diversity and difference of market demands, products’ life cycle are continuously shortening, and rapid change of technology, most products has become the "perishable goods" on the market. Therefore, focus on the supply chain management in the "perishable goods" industry, building practical contract mechanism to achieve coordination of the supply chain has very important theoretical and practical significance.In this paper, we focuses on the perishable goods industry with a secondary supply chain constituted by a single manufacturer and single retailer, and we present the main contents of this paper on the basis of a comprehensive and in-depth study of the relevant research status at home and abroad. This paper mainly discusses the problem that supply chains to achieve coordination through new contract mechanism when product’s market demand is affected by the sales efforts. Both cost-sharing contract and quantity-commitment contract can make the supply chains achieve Pareto Improvement under certain conditions, but these two contracts all have certain limits on the wholesale prices. Then, we build quantity-commitment contract with price discounts. The contract mechanism has general applicability and it is not limited by the wholesale price. The new contract can effectively improve the decision and income level of supply chain members, and it has the very good effects in aspects of balancing the profits distribution of all members and improving supply chains’ operating efficiency and market competitiveness. Finally, through numerical analysis verify the feasibility and effectiveness of the contract mechanism. The innovation of this paper is that in considering the influence of sales efforts on demand, at the same time, combining with the type of supply chains, by building a combination contract of quantity-commitment and price-discounts to achieve coordination of the supply chain, hoping the content and conclusions of the study can provide theoretical guidance and methods for supply chain enterprises.