This paper introduces sales effort into the supply chain competition model when facing strategic customers. A comparison analysis is proposed to show the decision differences between two sales-effort modes, i.e., the supplier conducts sales effort and the retailer conducts sales effort. Supply chain members have different tendencies toward these two sales-effort modes at different wholesale prices. We find that there is a wholesale price region where neither the supplier nor the retailer is willing to conduct sales effort. Then, we introduce the cost-sharing contract to settle this problem. Pareto improvements can be achieved after a reasonable design of the cost-sharing contract. We also find that there exist some conditions under which both the supplier and the retailer are willing to actively conduct sales effort when the cost-sharing contract is introduced.

本文将销售努力引入供应链竞争模型中面对战略客户。提出了一种比较分析来显示两种销售努力模式之间的决策差异，即供应商进行销售努力和零售商进行销售努力。供应链成员对这两种不同批发价格的销售努力模式有不同的倾向。我们发现存在一个供应商和零售商都不愿意进行销售努力的批发价格区域。然后，我们引入成本分摊合同来解决这个问题。合理设计成本分摊合同后，即可实现帕累托改进。