Abstract By introducing price sensitivity and service sensitivity respectively,optimal service level and pricing strategy problems of the large retailer are investigated from two different situations: decentralized and centralized decision, so that supply chain coordination could be achieved. The Nash bargaining model has been used to establish profit sharing mechanism, obtain interval of bargaining power parameter variation that can realize supply chain perfect equilibrium, fair distribution of added value of supply chain total profit is realized, and effective measures of supply chain coordination are put forward.
2013, Vol. 1 
