A Two-channel (O2O) Supply Chain Super-network Equilibrium Model Under Stochastic Demand

With the rapid development of economic globalization,the economies of various countries in the world are closely linked to each other which has led to the rapid development of the supply chain.All the decision-makers wants to be more competive than their competitors.In order to strengthen the cooperation of all decision-makers in the supply chain and figure out the optimal decision-making strategy for their own benefit this paper studies a two-channel supply chain super-network equilibrium model under stochastic demand.The supply chain super-network studied in this paper is divided into four tiers including suppliers,manufacturers,retailers and consumers,in which manufacturers can sell products to consumers through online transactions;and retailers can sell products to consumers through both online and offline businesses;the demand of consumers are stochastic to fit the reality.Further more,all the decision-makers are multicriteria.The optimal decision objective function is presented later according to the benefit of each decision-makers.And then the variational inequality is used to establish the equilibrium model,which is solved by the modified projective algorithm to obtain the best pricing and trading volume between the different tiers of the supply chain super-network.Although online transactions are currently developing rapidly,consumers have very different levels of acceptability for online shopping.Therefore,this paper examines the impact of consumer acceptance of online shopping on the equilibrium model and finds that the higher acceptance level,the more benefit decision-makers can get.More than that,when the acceptance level is raised to around 1.4 all decisions-makers' profits start to rise,so we should find a way to increase the acceptance level of online shopping for consumers.And this leads to the final section of this paper which attracts consumers by strengthening branding and then leads them to online shopping.Through the comparison of four different publicity investment programs,it is found retailers in charge of branding which is most favorable for all decision-makers in the supply chain.Through analysising the model this paper obtains the optimal decision-making strategies for suppliers,manufacturers,retailers and consumers,which is giving a good advice to all the decision-makers.