A Research on the Mechanism of Sharing Sales Effort Cost Based on Nash Negotiation
Ma Xiao-yong
Chen Liang-hua
Abstract：The traditional buy-back contract , quantity discount contract and profit sharing contract can solve the problem of mismatch between vendors ordering quantity and the actual demand , but they produce new incentive failure .Introduction of the cooperation promotion , combined with other coordination mecha-nism , can effectively improve the level of optimization of supply chain coordination .With the cost sharing as the object , adopting the asymmetric Nash negotiation model with retailer promotional effort , a supply chain coordination contract is designed , thus making up the residual income data which are difficult to ob-tain and ignore the negotiation ability factors causing defects in optimal reward contract design .
Keywords：promotional costsupply chain coordinationsharing proportionNash negotiation
Publication Date：2014-01-01
Online Publishing Date：2025-08-15(First online date of this platform, not the publication date of the document)
Pages：5( 114-117,123 )