制造商的销售代理对供应链绩效影响

Research on the Influence of Manufacture's Sales Agent on Supply Chain Performance

针对制造商、销售代理和零售商组成的供应链系统,分析销售代理对系统绩效的影响。分别在有销售代理和无销售代理的供应链中构建了博弈模型,对比了两种模型的契约设计和供应链成员收益情况。研究表明,与无销售代理相比,当制造商的生产量大于某阈值时,有销售代理时制造商收益增加,零售商收益下降,整个供应链系统的收益增加。最后,利用Matlab进行模拟计算,验证了结论的有效性。

We study the impact of a sales agent on a supply chain comprising a manufacturer, a sales agent and a retailer. Models of the supply chain with and without the sales agent were established. We gave two contracts and made an analysis. The conclusions are as follows： comparing with the supply chain without the sales agent, in the supply chain with the sales agent case, the manufacturers revenue increases; the re- tailer？s revenue decreases; but the revenue of the whole supply chain increases when production level is more than a threshold. Lastly, we give a numerical simulation by Matlab and verify the results above.