Research On Vertical Structure And Contract Selection Of Competitive Supply Chain With Corporate Social Responsibility

Corporate social responsibility has attracted more and more attention, an increasing number of enterprises are trying to improve their corporate image by increasing the level of CSR. Corporate social responsibility has become a new means of competition between enterprises. And the cooperation between the enterprises and upstream and downstream enterprise, leading to corporate social responsibility behavior of an enterprise can not only affect their own interests, but also directly affect the interests of its supply chain. And in view of the increasingly close cooperation between enterprises, the competition between enterprises and enterprises has already developed into the competition between supply chain and supply chain. It shows that the corporate social responsibility behavior of an enterprise can not only affect the interests of its own supply chain, but also affect the interests of its competitive supply chain. Obviously the corporate social responsibility is bound to affect the supply chain competition. In the past, there is no paper to explore supply chain competition on the base of corporate social responsibility(CSR), neither choice of vertical control structure and contract with CSR. So in this study we discuss about choice of vertical control structure and contract of competitive supply chain with CSR.Research on vertical control structure selection of competitive supply chain, this paper establishes three different models: NN model, two supply chains both implement decentralized vertical structure; SN model, one of the two supply chains implement centralized vertical structure another one implement decentralized vertical structure; SS model, both of the two supply chain implement centralized vertical structure. The equilibrium results of these three decision-making models are compared to determine vertical control structure equilibrium of competitive supply chain and supply chain decision-making(pricing CSR level) characteristics under equilibrium, and analyze the impact of product price competition intensity coefficient ?corporate social responsibility competition intensity coefficient and corporate social responsibility implementing efficiency on the equilibrium structure. Results show that When product price competition intensity is small or moderate, SS model is equilibrium structure. When product price competition intensity is high, the impact of CSR competition intensity and implementing efficiency on equilibrium structure are more prominent, if CSR competition intensity is small, CSR implementing efficiency is low, SS model is dominant equilibrium structure, if CSR competition intensity is high, NN model is dominant equilibrium structure; if CSR competition intensity is large, CSR implementing efficiency has little impact on the equilibrium structure, SS model and NN model is Nash equilibrium structure.Research on contract selection problem with corporate social responsibility, we benchmark wholesale price contract, from a win-win perspective that manufacturers and retailers both achieve Pareto performance improvement to identify adapting scope of revenue sharing contract. And how product price competition and corporate social responsibility competition affect adapting scope of revenue sharing contract. Results show that when product price competition intensity is small or moderate, or price competition intensity is great, CSR competition intensity is not large, revenue sharing contract is equilibrium structure of competitive supply chain contract evolution, but whether the equilibrium structure is dominant or not, depending on product price competition intensity and CSR competition intensity; when product price competition intensity is large or very large, CSR competition intensity is also large, revenue sharing contract becomes invalid, wholesale price contract is dominant equilibrium structure. Generally speaking, the greater the price competition intensity is, the smaller the adapting scope of revenue sharing contract that CSR competition intensity can meet.