A Game Model On The Profit Distributive Of Manufacturer-Retailer Supply Chain Alliance

From the perspective of the corporate social responsibilities (CSR)-- the product safety, and its influence on the consumers, applying the basic idea of game theory, this paper studies on profit distributive model of manufacturer-retail- er supply chain alliance. The results show that a manufacturer forming a supply chain alliance with retailers is the unique Nash equilibrium of the game. The study will provide important guidance to the marketing decision for firms and retailers.