Study on the Incentive Mechanism of Supply Chain Coordination Decision based on Asymmetric Nash Negotiation Model

摘要

The article establishes a two-layer supply chain made up of manufacturer and retailer. It studies the problem of two parties' benefit under individual decision and coordination decision situation. It finds out that the whole supply chain benefit under coordination decision is larger than that of individual decision, but the increase of the whole supply chain benefit can not guarantee the increase benefit of all partners of the chain, we must coordinate the whole supply chain benefit to motivate all partners of the chain. It puts forward the incentive mechanism based on Nash negotiation model. At last, it also proofs the effectiveness of this model through case study.