Research On Decisions Of Customized Supply Chain Considering Manufacturing Quality

With the increasing demand for customized products and the progress of manufacturing technology,more and more enterprises provide customized products to consumers.It is a popular and efficient way for enterprises to offer customized products that developing customization toolkit to help consumers design customized products themselves.At present,literatures on customization ignore the possibility that the designer of customization toolkit is a independent decision maker.Taking the fact into consideration that the designer is independent from the manufacturer for specialization,we construct a customization supply chain composed of a manufacturer and a designer.The designer designs the customization toolkit to assist consumers in designing customized products according to their individual preferences.The manufacturer produces customized products after consumers complete their design and ordering.The designer decides the degree of customization,and the manufacturer decides the selling price and quality of customized products.We research the decision makings and the profits of customization supply chain under non-competitive setting and competition with standard products respectively by game theory.In the model of non-competitive setting,we mainly analyze the influences of sensitivity coefficient of customization,design price and leadership of the supply chain on decisions and profits.In the model of competition with standard products,we analyze the influences of design price,leadership,cross-price coefficient,sensitivity coefficient of customization,and sensitivity coefficients of selling prices of customized products and standard products on decisions and profits.We get several uniform conclusions from the non-competitive model and the competitive model:(1)the sensitivity coefficient of customization has positive effects on the degree of customization,selling price,and quality of customized products,and the profits of customization supply chain members;(2)when the sensitivity coefficient of customization is large,the design price that the manufacturer pays to the designers should be the upper bound of its value range,at which the supply chain provides pure customized products;(3)when the sensitivity coefficient of quality is large,the manufacturer of customized products gains more profit in customization supply chain dominated by the designer,otherwise the manufacturer of customized products gains more profit in customization supply chain dominated by the manufacturer.The results also show that the customization degree of customized products in the competitive model isn't lowerthan that in the non-competitive model as other conditions are the same.