Research On Differential Game Strategy Of Pharmaceutical Supply Chain Considering The Effects Of Consumer Satisfaction And Reference Price

Medicines are special commodities.The quality of medicines has a direct bearing on the health and safety of consumers.And drug retail services are directly available to the public,so they also bear huge responsibilities.On the one hand,they need to ensure that their own interests are maximized;on the other hand,they need to continuously improve the quality of drugs and the level of drug services,which is the important determinant of differentiation for drug companies.The focus of drug supply chain competition will surely shift to improving drug quality control and service control,so as to improve customer satisfaction,and then increase customer loyalty.This paper builds a model based on the manufacturer's quality control in the drug supply chain and the retailer's service control,and uses a differential game approach to study.It aims to provide a reference for drug supply chain participating companies to make rational decision-making strategies,and at the same time to provide suggestions for business cooperation.There are five parts in this article.The first part mainly explains the research background,significance,methods and innovation of the paper,and sorts out and summarizes the existing literature in the drug supply chain.The second part mainly introduces the theoretical knowledge and technical methods involved in the research,and draws the technical route,and conducts the context of the entire paper.The third part uses differential game theory to discuss the equilibrium of the drug supply chain system under the influence of consumer satisfaction and establish HJB equations to solve Nash games,Stackelberg games,and Collaboration game.The fourth part considers the positive impact of reference price.This part constructs a demand function based on reference price,combines drug quality control and service control to establish a dynamic model,and uses hamiltonian function to solve the optimal strategy problem in three game situations and to provide references for each participant.The fifth part comprehensively considers the impact of customer satisfaction and the influence of reference price,analyzes the three game situations,and makes recommendations from a practical perspective.It was found that the transition from Nash game to Stackelberg game is a Pareto improvement for the quality control level of drug manufacturers,the service control level of drug retailers and the profit of the supply chain system.And the improvement of quality and service level can increase the reference price expected by consumers,so that they can accept a certain price increase.