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Journal of Applied Mathematics
Volume 2014, Article ID 107589, 8 pages
http://dx.doi.org/10.1155/2014/107589
Research Article

Information Sharing and Channel Construction of Supply Chain under Asymmetric Demand Information

1School of Tourism and Urban Management, Jiangxi University of Finance & Economics, Nanchang 330013, China
2School of Economics and Management, Tongji University, Shanghai 20009, China
3Department of Engineering, Faculty of Engineering and Science, University of Agder, 4898 Grimstad, Norway
4School of Management, Harbin Institute of Technology, Harbin, 150001, China

Received 1 March 2014; Accepted 19 March 2014; Published 14 April 2014

Academic Editor: M. Chadli

Copyright © 2014 Guangdong Wu et al. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

Information sharing and marketing channel building have become an important problem of supply chain management theory and practice. The research of information sharing focused on traditional channel of supply chain between upstream and downstream enterprises; however, the research ignores the behavior of information sharing with potential entrants and composite structure characteristics about traditional marketing channel with the direct channel. This paper uses the model to research the effects brought about sharing demand information with potential entrants and building marketing channel, which reveals information sharing and channel building mechanism in the supply chain. The study found that the five-force model of Porter regards potential entrants only as a threat that is one-sided. When the channel competitiveness meets certain conditions, manufacturer and retailer will share demand information with potential entrants. Building composite marketing channel is the manufacturer's absolute dominant strategy. Channel construction will increase the entry barriers for potential entrants and weaken the effect of double marginalization; meanwhile, the performance of supply chain will be augmented.