Research On Supply Chain Coordination Based On Quailty Level Under Advance Selling And Normal Selling Integration Mode

Advance selling and normal selling integration mode is an important means of selling to meet the consumer demand for diversity and facilitate the enterprise reflecting information and forecasting demand in the E-commerce environment.The application of this integrated sales model makes the supply chain more complex,and usually requires a rapid response from the supply chain.However,supply chain members often pay attention to the maximization of their own interests and ignore the overall objectives of the supply chain,resulting in that the product price is not matched with the quality level,which affects the steady and stable development of the supply chain.The cooperation between the main parts of tihe supply chain is the key to ensure its operation efficiency,and it's also an important guarantee to satisfy consumer's requirements including product price,quality and service.Therefore,it is necessary to coordinate the supply chain under advance selling and normal selling integration mode from the perspective of long-term interests of the whole supply chain to meet consumer demand and ensure its stable operation and maximum profit.Based on combing the related study of advance selling and supply chain coordination in domestic and abroad and summarizing the relevant theory of contract revenue sharing,product quality fluctuations and backward induction.Taking supply chain system composed by online retailer and manufacturer as an object of study,supply chain participants and the relationship between the subject is analyzed.And a supply chain model is built and solved considering the quality level and price impact demand under advance selling and normal selling integration mode.The optimal product quality level of the manufacturer under different decision modes and the optimal prices of online retailers are given.After comparative analysis,it is found that the overall profit of the supply chain with centralized decision is higher than the optimal value of decentralized decision under advance selling and normal selling integration mode.It is shown that there is profit conflicts among the member enterprises when the supply chain adopts decentralized decision.So revenue sharing contract is used to coordinate the decentralized supply chain,and the case is put forward for testing the effectiveness of the revenue sharing contract,the value range of the benefit sharing coefficient when the conditions are met is determined,The paper also discusses the influence of the main parameters in the supply chain model on the decision variables and the overall profits of the member enterprises,and finally puts forward the corresponding strategies and suggestions according to the actual problems of the enterprises in the case.By analyzing and discussing the supply chain model based on the advance selling and normal selling integration mode,it can be found that the supply chain member enterprises with product quality level can provide the consumer with reasonable price of advance selling and normal selling through the coordination of revenue-sharing contract.The product quality improvement investment cost coefficient and the effect of product quality level on market demand and demand has different effects on decision variables and overall profits of supply chain members.The results of this study are helpful for enterprises to adopt reasonable price and quality strategies to stimulate consumer demand and enhance their willingness to purchase,and then balance the profit among the main parts of the supply chain,to achieve the supply chain as a whole sustainable and stable operation.