针对新零售下产品销售过程中的供需双边信息波动现象，本课题聚焦三类能够提升市场需求和匹配供需关系的企业运营策略：制造商产品质量提升、零售商销售努力和市场信息获取，研究不同策略之间的交互影响机理及其对于改善企业个体和供应链整体绩效的重要意义。首先，通过企业调研和实证分析，归纳总结供需双边波动对于企业运营决策和收益的影响方式；其次，运用数学建模及优化方法，建立供应信息波动下的供应链决策模型，揭示零售商销售努力对制造商质量提升的反向驱动作用；在此基础上，构建需求信息波动下制造商质量提升和零售商信息获取联动决策模型，解析不同决策顺序对质量提升和信息获取决策以及企业绩效的影响；最后，将研究内容扩展到供需双边波动的市场结构中，构建零售商销售努力和信息获取成本分担的供应链模型，探求有效提升供应链运作绩效的成本分担合作策略。研究成果可为供应链企业制定需求提升策略和供应链合作机制提供良好的理论基础和实践指导。

Given the two-sided (supply and demand sides) information fluctuation during the new product promotion process in the new retailing era, this project investigates three important operational strategies: manufacturer’s quality enhancement, retailer’s sales effort investment and demand information acquisition to improve the market demand and match the supply. We examine the strategic interactions among different strategies and how they can improve the individual and supply chain’s performances. First, we identify the impacts of supply and demand information fluctuation on the firms’ operational decisions and payoffs via enterprise survey and empirical study. Second, based on analytical methods, we build a two-layer supply chain setting with supply information uncertainty and derive the strategic impacts of retailer’s sales effort investment on the supplier’s quality enhancement decision. We then build a two-layer supply chain setting with demand information uncertain and investigate the joint supplier’s quality enhancement and retailer’s information acquisition strategies. In particular, identify the impact of decision sequence on the firms’ equilibrium strategies and payoffs under such a circumstance. Finally, we extend our analysis into a supply chain setting with two-sided information uncertainty. We investigate the cost-sharing mechanism for the retailer’s sales effort and information acquisition investment. We seek to derive the optimal cost sharing mechanism that can effectively improve the supply chain performance. The results can provide both theoretical evidence and practical guidance to the firms to better design their demand enhancement strategies and supply chain coordination mechanism.