The Model Of Supply Chain Information Sharing Based On Altruistic Preference

There are behavior of asymmetric and the information of asymmetry in the supply chain,it will cause moral hazard,"bullwhip effect" and adverse selection,resulting problem with cost,efficiency,resource allocation,which seriously affect the supply chain market.In the early twenty-first Century,scholars focused their attention on behavioral economics and information sharing,constantly exploring human behavior preferences and information sharing,which is of great significance for the stable development of supply chain market.This paper explores the role of information sharing in the supply chain,and tries to find the specific influence of the altruistic preference on the supply chain information.Found in the analysis process.The preference behavior of the supply chain benefit is better than with out of altruistic preferences;in the case of altruistic retailer suppliers,revenue increased significantly,and the supplier will tend to choose retailer that has stronger altruism,but retailers altruistic intensity required in a reasonable range otherwise,the retailer profit and loss of profits of retailers;suppliers altruism has significantly increased.Next,we build the information sharing model of supply chain under altruistic preference.We analyze the utility function of supply chain that a single supplier corresponding to a single retailer under altruistic preference,and explore the impact of information sharing on Supply Chain.Based on the information establishment and altruistic model found that mobilize the enthusiasm of enterprises to participate,encourage the enterprises to mutual benefit,enterprises tend to choose the favorable preference partners.In supply chain management and operation,according to the real situation of enterprises,it is necessary to select corresponding objects,to share information in the process of mutual benefit,to increase efficiency and increase profits,which has important practical significance for the actual development of supply chain.