Research Of Synergy Gains Distribution Of Serial Supply Chain

Supply chain collaboration is an effective form of channel integration. It can increase internal advantages of value chain, and enhance the competitiveness of supply chain members. Moreover, it can cope with the external changing dynamic competitive environment. With the fierce competition in market, supply chain collaboration has been increasingly important. However, to establish and maintain a stable supply chain collaboration relation, income distribution will be the key issue to face. Based on collective rationality, supply chain collaboration pursues the overall maximization of benefits. Yet being in supply chain, each member is still independent economic body which has individual rationality, individual preferences and individual differences. It is the rationality, preferences and differences which exist in reality that will directly impact on income distribution decision-making of supply chain collaboration. Therefore, building a fair, impartial, reasonable and scientific income distribution model of the supply chain collaboration gains great practical significance to guarantee the stability of supply chain collaboration, to ensure the synergies of members, and to promote its competitiveness.First of all, the article researches on supply chain members’earnings based on independent decision-making and determines the best position of the dominant party in the supply chain, providing reference for income distribution. Then, in the use of contract and game theory and methods, N-stage serial supply chain revenue sharing contract model and Nash negotiation model are established. After that, the advantages and the disadvantages of the two models in the income distribution are analyzed. The results of the analysis show that Nash negotiation model can fully reflect the collective rationality and individual rationality of supply chain members. However, because Nash negotiation model may damage the power peer intent of supply chain members, leading to members’ sense of unfairness, fair utility is introduced to Nash negotiation model. According to the analysis of limiting case, the Nash negotiation model based on fairness preference can only improve the damage of peer equal intent, but not completely eliminated. Therefore, the article introduces bargaining power, optimizes the model, and finally gets the result general formula based on fairness preference and bargaining power. The results show that as long as a reasonable choice of fair preferences and bargaining power, it is possible to achieve various coordination in the income distribution of supply chain, such as individual rationality, collective rationality, fairness preference, and power structures, etc.