Research On Supply Chain Coordination Based On Customer Learning Behaviors

With the development of science and technology, markets become more competitive, and not only is the competition among enterprises, but also is the competitive between supply chain and the supply chain. Then the internal coordination is the methods and means to gain advantage in the competition, it can realize the maximization of the overall interests of the member enterprises, and can also satisfy the customer demand for your product or service. However, driven by the pursuit of maximum profit among the members of the supply chain, the supply chain often appears the problem of double marginal benefits. Therefore, how to coordinate the interests of all the members and the whole supply chain is a very important problem in the reality. In practice, the supply chain members by signing contracts to achieve supply chain coordination is the most common way.Nowadays, the actual enterprise and the empirical research have proved that the customer behavior will affect the management production decision of the enterprise and supply chain. Customer learning behavior is a kind of the customer behaviors. Research has shown that it affects the objectives of supply chain coordination(such as product sales price, product inventory, etc.) and the parameters design of supply chain coordination contract.Based on this, this paper discusses the optimal objective of supply chain coordination based on customer learning behavior in the centralized supply chain, and analyze the influence of customer learning behavior on revenue-sharing contract, buyback contract and sales-rebate contract in the decentralized supply chain. In real life, the face of the uncertainty of the market environment, business risk tolerance is also a big gap. Assuming that members of the supply chain are risk-neutral becomes too idealistic, this article introduces the subsequent behavior of the enterprise risk appetite, make this study more practical significance.In this paper, a mathematical model is established and solved, under the consideration of the customer learning behavior, the overall optimal decision of the supply chain is given, and it is the goal of supply chain coordination. For the design of supply chain contract parameters, it is found that the revenue sharing contract and sales rebate contract must be in certain conditions can coordinate supply chain, when the coordination is realized, the profit distribution value of the members is limited. And then, this paper puts forward a kind of different buyback contract based on sales period, the contract can get rid of the limitation of the customer’s learning behavior, it can coordinate the decision making of each member enterprise to achieve the optimal profit of the whole supply chain, and also can design the profit distribution of the supply chain.