Coordination Research With Asymmetric Information In Supply Chain

With the change of the information technology and the way of trade, enterprises in the breakthrough, on the basis of original traditional channels, increased the online direct marketing channels, The introduction of this new sales model makes the traditional retailers no longer trust and transfer or share the true information to the manufacturer,which is the asymmetric information phenomenon. Enterprise unilateral asymmetric information will lead to adverse selection problem, make the decision makers of decision variables (such as production, quantity, price, etc.) to produce distortion, so as to destroy the supply chain coordination and the efficiency of the supply chain, are more likely to lead to a double marginalized effect and low efficiency phenomenon, so the coordination mechanism in supply chain under asymmetric information research is more and more attention.This paper first reviews the related theories on the pricing and the coordination of supply chain contract, then using the master-slave game, principal-agent and the theory of probability and statistics. The retailer's demand information and cost un-der the condition of asymmetric information, combined with the double constraints of the channel coordination and manufacturer's maximum profit, using the improved buy-back contract and wholesale price contract, builded the double channel of the supply chain coordination mechanism, respectively discusses the pricing strategy under asymmetric information, and analyzed the demand and asymmetric cost in-formation impact on the performance of channel members, evaluated the buyback contract and wholesale price contract coordinating role of the various channels, it is concluded that both demand and cost of information asymmetry, design contract can very good coordination with low status type dual channel supply chain retailers.