关键词: 两级供应链, 销售努力, 斯塔克尔伯格博弈, 模糊变量

Abstract: A two-echelon supply chain including one manufacturer and one retailer is considered in this paper. In the supply chain, the retailer plays a dominant role. In order to increase sales, selling effort is made. This paper supposes the retailer provides selling effort and bears the costs by itself. Considering the uncertainty of economic environment, the market demand function is supposed to be linear with price and selling effort, and to be fuzzy variables with the same as the manufacturer's producing cost and retailer's operating costs. Stackelberg model is employed to solve the game problem between the manufacturer and the retailer. As well as the expected value model, the chance constrained model is employed to solve the optimal decision problem. To illustrate the effectiveness of the supply chain game model, a numerical example is given in the end. The research shows that in the equilibrium, considering the cost of retailer's selling effort, the expected profit of retailer is lower than that of manufacturer, but the marginal profit of unit product is higher. The reason is that the dominant position of the retailer not only improves the sales volume of products through selling effort, but also the profits of the whole supply chain. Meanwhile, the retailer can lower wholesale price to make itself gain more profits in the supply chain.

Key words: two-echelon supply chain, selling effort, stackelberg game, fuzzy variables