Research On The Decision Of Inventory Of Dual-channel Supply Chain Based On Newsboy Model

The rapid development of electronic commerce and the third part logistics make the competition of fight of controlling channel deepen gradually,more and more enterprises incorporate network of sales channels into the existing traditional retail channels to form a new marketing model to meet the consumer demand for differentiated products and services,in order to increase the flexibility of the distribution system,and expand market shar ing.For commercial retail enterprises,as well as send it to the business enterprise marketing channel manufacturing enterprises,which are different distribution structure of two channels determines the differences in profit sharing of operations.Thus,the e-business,as a kind of independent distribution channel,sells goods through the network to the terminal consumers combined with traditional retail channels online,which is a mixture of two complementary dual channel mode has become a mainstream mode of modern enterprises to carry out marketing activities.Although the introduction of network selling channel makes the supply chain more flexible,it enables the manufacturer and retail enterprises cooperative relationship into competitive relationship,forming the channel conflict,which is embodied in the conflict of inventory,price,service,etc.Especially in the dual channel supply chain system in actual operation,the high cost of inventory makes benefit of supply chain imbalance.In this circumstance,the research on inventory controlled is becoming more and more practical significance.How to coordinate the inventory decisions of all parties to achieve coordination of the supply chain,under double conditions of the supply chain profit maximization and channel members achieving all-win,so as to enhance the overall competitive strength of the dual channel supply chain,which is the problem each to adopt double channel distribution model of enterprise should pay attention to.Based on the background which is said above,in view of the inventory optimal decision problem of dual channel supply chain,with single cycle dual channel supply chain system made up of one manufacturer and one retailer as the research object and profit maximization as the objective function,this paper built the basic inventory decision model based on the newsboy model,and concluded the relationship between the optimal inventory level and production cost,shortage cost,distribution cost,the fixed inventory holding costs and other factors under different conditions.Based on the research of theoretical models explained above,selection of the large chain retail enterprise X double channel inventory operation model to verify the above theoretical model analysis,the study found that the dual channel supply chain made up of enterprise X and supplier of retailers does not achieve supply chain coordination in view of inventory cost control point.Thus,it used buy back contract theory to study the inventory coordination problem of enterprise X and used numerical simulation model to verify the conclusions to achieve the coordination of dual channel supply chain of X enterprise and suppliers.This paper studied the inventory decision and operation coordination under e-commerce and traditional business sales channels competitive environment.To a certain extent,it expands the limitations of the existing theoretical research and makes the existing inventory research methods more plentiful.It enables supply chain members under new mode to avoid the blindness of decision in operation management and provides a theoretical basis for reference.