关键词: 生产努力, 销售努力, 回购, 供应链协调

Abstract: Aiming at the situation that demand was affected by manufacturer's production improvement effort and retailer's sales effort,and the amount of buyback was affected by manufacturer's production improvement effort,a supply chain game model was established,which was dominated by manufacturers and the retailer as the retinue.The coordination of traditional wholesale price contract and revenue sharing contract were researched.The results showed that the supply chain performance was improved by revenue sharing contract than wholesale price contract,and the level of production improvement effort was promoted but the enthusiasm of retailers'sales effort was weakened.At the same time,the wholesale price contract and revenue sharing contract could not coordinate the supply chain.On the basis of revenue sharing contract,a combination contract called "revenue sharing + two-part tariff + effort cost sharing" was constructed,which could coordinate the supply chain,stimulate the improvement of production improvement effort and sales effort effectively,and realize benefit for manufacturer,retailer and consumers.A numerical example was given to verify the correctness of the above conclusions.

Key words: production improvement effort, sales effort, return, supply chain coordination