Research On Multi-channel Supply Chain Pricing And Coordination Strategy

With the improvement of online payment technology and logistics distribution system,more and more consumers choose online shopping channels.E-commerce is the necessary of enterprises to survive competition.Many enterprises have chosen multi-channel sales model to distribute products,that is,not only through offline channels but also online channels.The multi-channel referred to in this article are three channels consisting of retailers’ dual channels and manufacturers’ online direct sales channel.Multi-channel marketing increases product sales,and expands product market coverage.However,the price and service competition bring an increase of conflict between channels,which poses many new problems for enterprises of whom want to try multi-channel sales model.This paper mainly studies the pricing and coordination strategy of multi-channel supply chain.It mainly adopts centralized decision-making under cooperative game and Stackelberg or Nash decentralized decision-making under non-cooperative game.At the same time,it combines theoretical analysis and quantitative modeling.The main research contents are as follows:1.Wholesale pricing for multi-channel supply chain.The multi-channel supply chain consisting of an online direct-selling manufacturer and a dual-channel retailer was studied.Firstly,this paper studied the choice of the wholesale price model under the background of the Suggested Retail Price,and obtained the price equilibrium strategy of each member in the supply chain through the manufacturer dominated Stackelberg game.In addition,it compared the profit of manufacturers,retailers and supply chain in different wholesale price negotiation modes considering the retailer’s bargaining power and the channel preferences of consumers.2.Pricing and coordination strategy based on channel selection of manufacturers in dual-channel environment.Considering the promotion efforts of offline channels and the free-riding behavior of consumers,the topic of manufacturers opening online direct-selling channels was studied on the premise of retailers having multi-channel.Afterwards,the problem of cooperative advertising was studied.In the multi-channel supply chain,a dynamic model of product and retailer reputation that is inhibited by the level of advertising investment was constructed,and a bilaterally-subsidized coordination contract was proposed to achieve the perfect coordination.3.Pricing strategy based on retailer channel selection in dual-channel environment.On the basis of dual-channel supply chain consisting of an online direct selling manufacturer and an offline retailer,the issue of whether retailers open online sales channels was discussed.Firstly,under the circumstances that the retailers’ online and offline prices are inconsistent,the effect of retailers opening up online channels on the supply chain was studied;then,the retailer 020’s pricing strategy was researched under the condition that the retailers’ online and offline prices are consistent.4.Online price strategy based on multi-channel supply chain game.For the supply chain composing of an online direct-selling manufacturer and a dual-channel retailer,the changes in the profits of each member of the supply chain with related parameters were compared and analyzed in the condition of whether the online price is consistent,and the condition for adopting an online price-consistent strategy was discussed.Meanwhile,the impact of different power structures on supply chain decision-making was analyzed considering that manufacturers and retailers decide the online price separately.5.Promotion and coordination strategy of multi-channel supply chain under manufacturer’s unified pricing.With the consideration of the unified pricing of the manufacturer,inventory and promotion strategies of the supply chain were studied,and promotion cost sharing-slow-moving subsidy contracts were implemented to achieve a perfect coordination of the supply chain;At the same time,the influence of product price and retailer’s bargaining power on contractual parameters was discussed.