Research On Seasonal Product Supply Chain Coordination Strategy Under The Asymmetric Information

With the progress of science and the growth of market competition,More and more products is showing the characteristics of seasonal goods,such as clothing and fresh agricultural products.Seasonal product life cycle is short,and the final residual value is low.Seasonal product is perishable and vulnerable.The shortening of product life cycle makes supply chain members difficult to accurately predict the market demand.which often leads to the shortage or unsalable phenomenon of seasonal products.So the management of seasonal products is difficult and complicated.At the same time,the rapid development of information technology makes electronic direct channel becoming another sales channel,which is different from the traditional retail channels.In recent years,more and more manufacturers uses not only the traditional retail channel but also electronic marketing channels to sell seasonal goods.Dual channel supply chain management currently become a hot research topic.Establishing a mutual trust strategic cooperative partnership and sharing information and knowledge between supply chain members is fundamental guarantee to improve the internal efficiency of the supply chain.However,the supply chain members are independent.Information and decision-making is decentralized.There exists a interest conflict between each other.In order to obtain more benefits,one party obtaining the information advantage is reluctant to share their private information with other members in the supply chain,which eventually leads to the asymmetric information phenomenon in the supply chain.It's urgent to solve the problem of how to coordinate seasonal merchandise dual channel supply chain under asymmetric information.With the seasonal research background of products supply chain and considering the universality of e-commerce direct channel application,the paper mainly research seasonal product dual channel supply chain coordination strategy under the asymmetry information.Considering the characteristics of the seasonal products supply chain,this paper,on the theoretical research basis of supply chain management under asymmetric information,seasonal products supply chain management and dual channel supply chain coordination,established the seasonal products dual channel supply chain newsboy model under asymmetric information.Using the wholesale revenue sharing contract and wholesale buy-back contract,the paper conduct modeling and simulation to seasonal product dual channel supply chain under asymmetric information under asymmetric information.This paper study on a manufacturer and a retailer selling seasonal product through dual channel.Manufacturers sell seasonal product through the electronic direct channel and the traditional retail channel and retailers only through traditional retail channels.This paper firstly studies the seasonal product dual channel supply chain coordination strategy problem under the manufacturers cost asymmetric information.At the manufacturer asymmetric production cost information,manufacture will announce higher production costs outward to increase their profits.However,the rise of the wholesale price will reduce the retailer's profits.Modeling and data simulation research proves that using wholesale and revenue sharing contract can increase both manufacturers' and retailers' profits.Then studying on dual channel supply chain coordination strategy problem under retailers asymmetric sales cost information.Considering the characteristics of seasonal product,based on the newsboy,this paper construct seasonal product dual channel supply chain model respectively under without contract coordination,adopting buy-back contract and using wholesale buy back contract.Modeling and simulation results show that under the wholesale and buy back contract manufacturer and retailer's profit is both increased,and supply chain profit can achieve centralized decision making supply chain profit,which illustrates the effectiveness of the contract.Finally this paper summarized research contents and research results,and put forward further research directions.