Coordinating Supply Chain under “Hunger Marketing” Using Revenue Sharing Contract

Abstract

Abstract: The successful applications of "hunger marketing" in electronic products industry has brought about new issues to supply chain management. In order to coordinate supply chain members under hunger marketing, the basic operating mode of supply chain under hunger marketing is put forward based on analyzing the characteristic of supply chain management. Optimization models for supply chain members are established from the aspects of centralized decision and decentralized decision. The necessity of coordination is proved through comparing the solutions to the optimization models. Based on analyzing the adaptabilities of several contracts, revenue sharing contract is used to coordinate the supply chain and corresponding model is established. By analyzing the solutions, the parameter of revenue sharing contract and wholesale price which can achieve supply chain coordination are determined. Numeric examples are used to verify the conclusions.

Key words: hunger marketing, supply chain coordination, revenue share, phantom

Yan Zhanghua, Liu Lei, Bai Shizhen, Chen Wei. Coordinating Supply Chain under “Hunger Marketing” Using Revenue Sharing Contract[J]. , 2017, 29(2): 69-78.

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