Research On Revenue Sharing Contract In An E-commerce Supplier Chain With Customer Expectation

With the development of IT technology and the improvement of living conditions,online shopping has become a major choice of people doing shopping.Customer can get historic sales volumes of retailers when doing shopping online,and make their choice wisely.Under the circumstances,it is important to discuss the decision-making of E-commerce supply chain members and the coordination of the supply chain.Because of the complex market environment,the retailer also has different risk attitude.So,different supply chain contracts should be used in different conditions,only in this way contacts can coordinate the supply chain.The dissertation build an E-commerce supply chain,and the demand of the second period be affected by historic sales volumes and customer expectation.When shopping online,customer can get marketing conditions,and historic sales volumes is given by deal record.When the retailer is risk-neutral,dissertation discusses the decision-making of supply chain members in centralized system when selling perishable goods and durable goods.The optimal order quantity are given,and the dissertation use the revenue sharing contract to coordinate the supply chain and find that,a dynamic revenue sharing contract is needed to coordinate the supply chain.Similarly,when the retailer is risk-aversion,supply chain members' decision making in centralized system are also given.The dissertation also use revenue sharing contract to coordinate the supply chain.And with the increase of customer expectation,the revenue of the manufacturer and the retailer are decrease.However,when the retailer is risk-aversion,the increase of risk aversion index will decrease the revenue.Numerical examples are also given to prove the views above.