Research On Pricing Decision And Coordination Contract Considering Manufacturer-Retailer's Corporate Social Responsibility In Supply Chain

Nowadays,Corporate Social Responsibility(CSR)is a problem that can't be ignored by enterprises.CSR levels between enterprises can influence external public perceptions of the level of CSR in the whole supply chain.When External public's payment demand is affected by CSR behavior,it will further affect the pricing decision-making behavior of the supply chain system and member enterprises.The asymmetric information between supply chain members will also affect the final pricing decision.When the individual is inconsistent with the overall profit maximization goal of the supply chain,the efficiency of the supply chain can't be optimized.Therefore,the situation of asymmetric information and symmetric information is considered.The paper studies the impact of CSR awareness on supply chain pricing decisions and coordination contracts.It can not only enrich the research field of CSR in the supply chain,but also provide a certain guiding basis for enterprise decision makers in balancing economic benefits and social benefits.On the basis of relevant research,this paper assumes that all supply chain members have CSR awareness,and that market demand is volatile.Relevant theories and methods are adopted,such as consumer surplus,Stackelberg game and supply chain coordination contract.According to the difference between enterprise's target pursuit and demand forecast information,three supply chain pricing decision models are constructed,namely centralized model,decentralized model with asymmetric information and symmetric information.Two impacts have been studied.First,the impact of demand forecasting information and CSR awareness on pricing decisions and profits.Second,the impact of CSR awareness on the motivation and value of demand information sharing.According to the difference between centralized and decentralized results,two-part tariff contract is adopted to coordinate.The Nash Bargain Model is adopted to divide the surplus profits.Finally,the MATLAB software is used to simulate an example.The impact of different parameters is demonstrated on the equilibrium price and profit of the supply chain.The results show that Market demand forecasting and CSR consciousness intensity have a reverse effect on pricing decisions of manufacturers and retailers.The higher the accuracy of demand forecasting of manufacturer or retailer,the higher the expected revenue.Without compensation,the retailer does not have the motivation to share private demand information with manufacturers.The value that information sharing to the supply chain system economy is influenced by the CSR awareness of manufacturers and retailers.The problem of double marginalization in decentralized mode can be solved by two-part tariff contract.The division of surplus profit in the coordination process is the result of bargaining among supply chain members.Generally,the higher the bargaining power,the more the revenue.