Pricing,Service Level Decisions And Channel Coordination For Three-Level Supply Chain With Mass Customized Products

With the development of economy and the improvement of people's living standards,contemporary people have higher and more diverse requirements for commodities.In order to cope with the increasingly fierce market competition,manufacturing firms have launched different production modes to meet the individual needs of consumers.Based on these,“new manufacturing” emerges as the times require.New manufacturing is a new mode of mass customization,which responds quickly to consumers' individual preferences.At the same time,with the refinement of social division of labor,in order to enjoy more professional service,reduce the cost of construction investment,and focus on their own core competitiveness,a large number of firms use professional logistics firm service to transport and distribute goods.In the supply chain consisting of one third-party logistics firm and one retailer and one mass customized manufacturer,how to make the decisions of the supply chain and how to distribute the benefits of all parties in the supply chain are the main problems.Based on these,the thesis considers a three-level supply chain of mass customized goods with the participation of third-party logistics firm.By using Stackelberg game and revenue-sharing contract,the thesis studies the price and service level decisions and channel coordination under different cooperation modes and extended revenue-sharing contract modes.Firstly,the thesis introduces the background and significance of the research.The research status of third-party logistics,mass customization and supply chain coordination are sorted out separately.What's more,the main research contents involved in this paper arepreliminarily demonstrated.Secondly,the thesis establishes a three-level game model of a supply chain consisting of one mass customized manufacturer,one logistics firm,and one retailer,which involves production service level and logistics service level,and makes pricing and service level decisions under independent and centralized decisions.It is found that in the case of independent decision-making,when the market demand is more sensitive to the service level and the lower the cost factor to improve the service level,the service level of the mass customization manufacturer and the logistics provider and the market demand are higher.The market demand decreases with the sensitivity of the market demand to the retail price.In the case of centralized setting,the service level of mass customized manufacturer,the logistics service level of logistics provider and market demand are all superior to the independent decision-making level.Then,the thesis studies the pricing and service level decisions of alliance between two participants in the supply chain,and makes a theoretical explanation of the operations mode of the supply chain in reality.The results show that in the case of producer and logistics alliance,producer and retailer alliance,and logistics and retailer alliance,the production service level,logistics service level and market demand are all better than those in the case of independent decision-making.In the case of producer and logistics alliance,logistics and retailer alliance,the total profits of supply chain system are better than those in the case of independent decision-making.The higher the sensitivity of consumers to service level,the higher the level of production service and logistics service will be.When the cost coefficient of service level of producer and logistics provider are higher,the retail price of goods will be lower.Furthermore,this thesis studies the coordination effect of the extended revenue-sharing contract on the service level and the supply chain,which provides a reference for the operations of supply chain in practice.The results show that,under certain conditions,the production service level of mass customized manufacturers and logistics service level of logistics providers increase with the proportion of revenue and cost shared by retailers.Through the reasonable setting of contract parameters,revenue-sharing contract can make the profits of manufacturer,logistics provider and retailer greater than those in the independent decision-making.Only relying on revenue-sharing contract can not achieve channelcoordination.On the basis of revenue-sharing contract and transfer payment mechanism,the extended revenue-sharing contract can achieve the coordination of supply chain.Finally,taking Haier COSMOPlat customization platform's operations as an example,the thesis analyses it's production,logistics and retail links.What's more,the supply chain cooperation mode is theoretically analyzed by using the research conclusions of the second and the third chapter.Based on the research conclusions of the second to the fourth chapter,the management decision-making suggestions are put forward to improve the service level and profits of the supply chain.