Coordination Of Hybrid Channel Supply Chain Based On Consumers Purchase Decision

The combination of the Internet,the traditional business and logistics industry has given rise to the emergence and development of the hybrid channel supply chain and made it one of the most important driving factors of reforming supply-side structural,promoting industrial upgrading and developing modern service industry.Homogeneous commodities sold in heterogeneous channel meets the needs of consumers purchase decision with greater degree but the marketing strategies for realizing exchange taken by different channel retailers strengthen the free-riding behavior of consumers and intensify the contradictions between the brick-and-mortar and online retailers,dampen the enterprises’ enthusiasm of making sales efforts seriously,lead to low efficiency of hybrid channel supply chain.Based on summarizing the existing classical consumer purchase decision theories this paper divides consumers’ purchase decision process into specific stages,consideres the different role played by every stage in buying different kinds of goods and focuses on the concrete forms of consumers’ free-riding behavior and specific forms of enterprises’ marketing activities at different stages of purchase decision.Then through building the mathematical models of hybrid channel supply chain with different structures and designing cooperation strategies,the goal of coordinating hybrid channel supply chain system is achieved.In the stage of requirement validation,choosing the asymmetry of different channel supply chain members’ advertising investment and revenue caused by the special properties of advertisement as the research object,this paper analyzes the optimal profits of each enterprise in different supply chain structure in terms of the Cournot and Stackelberg game rules and gets advertising costs allocation proportion formula according to “benefit principle” and helps hybrid channel supply chain members to implement cooperative advertising strategy.In the stage of information gathering,consumers’ free-riding behavior in pre-sale services is discussed and the profit model reflecting the influence of service cost of hybrid channel supply chain is built.Following Nash equilibrium game theory the paper calculates revenue matrix of retailers’ decision about whether or not to pay their sales efforts.Then,the wholesale price discrimination strategy of manufacturer is used to find the price discrimination range to make the strategy combination of two channel retailers both put their pre-sale services effort be the Nash equilibrium.The distributions of Nash equilibrium in the first and second game between retailers are also calculated.In the stage of program evaluation,this paper gives full consideration to the relationship between commodity prices and service quality and the important influence of retail price on consumers’ purchase decision.To reverse the adverse situation of better levels of service leading to less sales,“profits secondary distribution” is selected to coordinate hybrid channel supply chain and the conditions maximizing the supply chain overall benefits are determined.In the stage of consumption experience,focusing on consumers’ free-riding behavior in after-sale service and choosing “revenue sharing” contract as coordination strategy,the paper establishes the connection between the change of income and payment and shares the supply chain profit increment on the basis of the equilibrium relationship of profits and costs.This measure compensates the retailer whose cost increase from the retailer whose cost reduce,so resolve the contradiction of hybrid channel supply chain in the aspect of after-sales service costs.Basing on the characteristics of hybrid channel supply chain,this paper analyzes the conflicts among supply chain members caused by the free-riding behavior of consumers in their different purchase decision process stages when enterprises implement their marketing activities and transforms qualitative purchase behavior into quantitative influence of the supply chain marketing strategy.The coordination strategies of hybrid channel supply chain in consumers’ different purchase decision stages are designed in this paper solve the conflict among the supply chain members efficiently in the case of the optimal sales strategies don’t necessarily exist when enterprises make sales effort in advertising investment,pre-sale and after-sales services.On the other hand,in order to determine the influence degree of each system parameter for the supply chain coordination strategies in different purchase decision stages,the paper produces orthogonal tables for the coordination methods of each decision stage by reference to orthogonal experiment principle.Then,the numerical calculations are performed to finish sensitivity analysis and each parameter’s importance of affecting coordination schemes of different consumers’ purchase decision stages is given.The research results of this paper promote the stable,efficient and coordinated development of hybrid channel supply chain under the double premise of ensuring sufficient protection for consumers’ legitimate rights and guaranteeing reasonable return for enterprises’ marketing efforts.The analysis of this paper not only expands the existing research in coordination of hybrid channel supply chain considering consumers’ purchasing behavior,but also provides the scientific basis for supply chain members in decision-making.