基于预售方法的季节性产品三级供应链研究

Based on the advance selling theory, this paper studies the pricing problem of the three level supply chain which sales the seasonal product consisting of a consumer, a retailer and a manufacturer. The article first analyzes the sales process between the manufacturer and the retailer and the retailer and the consumer, and establishes the profit function of the retailer and the manufacturer in the advance selling and the field stage respectively. On the basis of above, the pricing strategy of the overall profit function is obtained, as well as the pricing strategy under the condition of the manufacturer's and retailer's dominant advantage. The study found that the supply chain cannot reach the coordination under the objective of the overall profit function; at the same time, the manufacturer's pricing decision can be found to adjust the profit distribution of the whole supply chain. The numerical analysis verifies the conclusion and further discusses how the manufacturer's pricing affects the profit distribution of the supply chain in the case of the objective of the overall profit function. Finally, the effects of various parameters in the model on the profit of the supply chain are analyzed.