分销商需求与其努力相关时混合渠道供应链协调研究

Coordination of Supply Chain with Hybrid Distribution Channels When Retailer's Demand Relies on Its Sales Effort

建立了由一个制造商和一个分销商组成的混合渠道供应链模型,考虑了分销商的需求量与其销售努力相关时的协调问题,分别讨论了传统渠道和混合渠道两种情况下供应链的订货量、销售努力的协调问题.并通过改进的收入共享契约使混合渠道供应链同时达到了订货量和销售努力的协调。最后进行了算例分析,比较了供应链、以及供应链成员的利润变化情况,分析结果可以为准备增设电子渠道的制造商提供有意义的建议。

We develop a single manufacturer single retailer two-echelon supply chain model which has hybrid distribution channels. The problem of supply chain coordination is considered when the random de-mand of retailer is affected by its sales efforts. Supply chain is coordinated by the modified and the traditional revenue sharing contracts. We also illustrate our analytical results with numerical examples, and compare the partner＇s profits. At last, based on the results of numerical examples, we give managerial insights for the manufacturers.