Dual-Channel Supply Chain Marketing Decision And Optimization Based On Behavior Preferences

In recent years,dual channel distribution mode was adopted by many brand manufacturers with an increasing number.Due to the establishment of online direct sales channels,there is not only vertical cooperation between manufacturers and retailers in traditional channels,but also horizontal competition between traditional retail channels and network channels.Developing effective marketing strategies,expanding brand market,mitigating channel conflict and coordinating channel revenue become important issues for supply chain members.At present,most traditional literatures that studied the marketing strategy have not considered the limited rational behavior of supply chain members.The uncertainty of market demand and the fierce competition environment will trigger or intensify the behavioral preferences of supply chain members,making them behave in bounded rational behavior when making decisions and deviating from the actual situation.From the perspective of behavioral preference,this paper takes channel pricing and channel inventory as the main research objectives to analyze and optimize the decision deviation.Specifically,this paper considers four behavioral preference factors,namely,fairness concern,risk aversion,loss aversion and overconfidence,and applies them to a dual-channel supply chain composed of a manufacturer and an independent retailer.The specific research contents are as follows:Firstly,this article studies the influence of fairness concern behavior on pricing strategy,measures this behavior preference by using the adjusted FS model,and includes the influence of cross-pricing between channels into pricing analysis.This This part of the study takes into account the two cases of retailers with and without fairness concern behavior,deduces the complete equilibrium strategies under different cross price sensitivity coefficient and retailers' fairness concern degree,and gives the influence of the above factors on members' decision-making.Through numerical experiments,it is found that fairness concerns will reduce the profit of manufacturers,increase the profit of retailers mostly,improve the efficiency of supply chain in some cases,and reduce the double marginal effect.However,it cannot achieve complete coordination.Secondly,this thesis studies the influence of supply chain members' risk aversion behavior on pricing strategy and service strategy,measures the preference behavior by mean-variance method,and studies its influence on decision-making in single-period and multi-period games.In single-period Stackelberg game,risk aversion can make the members screw down the price to reduce them risk.However,the value-added service is not affected by it.In multi-cycle game,a two-stage evolutionary game model based on Stackelberg game is established.We prove that the excessive price adjustment of members is not conducive to the stability of decision-making,while the risk aversion has the opposite effect.The adaptive adjustment strategy of retailers' services will eventually maintain a stable service level.The instability of the decision-making system may lead to period-doubling bifurcation or even chaos,which tend to discourage the members' income.In order to avoid chaos,the control effect and effective condition of DFC method are studied in this paper.Thirdly,this thesis considers the effect of retailers' loss-aversion behavior on members' decision-making,and measures this behavior by using a folded loss-aversion utility model based on prospect theory.This thesis considers the online channel adopts the pre-sale production strategy while offline supply adopts inventory strategy.In addition,both the decentralized decision-making mode and the retailers' centralized decision-making mode have been considered.This article studies the effect of retailers' loss-aversion behavior on pre-sale price and offline order quantity under different scenarios,and makes a horizontal comparison between the two modes.The coordination effect of the wholesale price contract,buyback contract and GLB contract under the two modes is studied,and the feasibility of the contract is verified by parameter analysis.Finally,this thesis studies the influence of manufacturers' overconfidence behavior on members' decision making,adopts overestimation and overprecision to describe this behavior,and establishes the corresponding measurement model.The green preference of consumers is incorporated into stochastic demands model,and the correlation between inventory strategy,product green effort and overconfidence preference of manufacturers is studied.Through numerical experiments,we find that manufacturers' overconfidence behavior reduce their profits in most cases,but it is beneficial to retailers' interests,overall efficiency of supply chain and environmental friendliness.