中文摘要：

＂饥饿营销＂模式在电子产品行业的成功应用,给供应链管理带来了新的问题。为实现＂饥饿营销＂模式下供应链上下游企业间的协调,在分析该模式下供应链管理特点的基础上,提炼出＂饥饿营销＂模式下供应链的基本运作模式。据此分别构建分散决策情形下和集中式决策情形下供应链成员的优化决策模型,通过模型求解结果的对比分析,阐明了进行供应链协调的必要性。在分析契约适用性的基础上,选择收益共享契约进行供应链协调并建立了相应的模型,通过对模型解的分析,给出了实现供应链协调的收益共享契约参数以及批发价的确定方式,并利用算例直观验证了相关结论。

英文摘要：

The successful applications of ＂hunger marketing＂ in electronic products industry has brought about new issues to supply chain management. In order to coordinate supply chain members under hunger marketing, the basic operating mode of supply chain under hunger marketing is put forward based on analyzing the characteristic of supply chain management. Optimization models for supply chain members are established from the aspects of centralized decision and decentralized decision. The necessity of coordination is proved through comparing the solutions to the optimization models. Based on analyzing the adaptabilities of several contracts, revenue sharing contract is used to coordinate the supply chain and corresponding model is established. By analyzing the solutions, the parameter of reve- nue sharing contract and wholesale price which can achieve supply chain coordination are determined. Numeric examples are used to veri- fy the conclusions.