Research On Pricing And Channel Selection Strategies By Considering Multiple Factors In Multi-Channel Supply Chain Under O2O Mode

With the rapid development of information technology and the wide application of electronic commerce,multi-channel distribution structure is favored by more and more enterprises,such as Dell,HP and Haier enterprises while maintaining the original traditional physical distribution channels,increase the PC channels to sell products,and achieve great success in practice.But because of the two channels have different product purchase cost,different price,different service level,different consumer channel preferences and other factors lead to competition and conflict between channels,so the channel integration is imperative.O2O mode in existing research is mainly referred to online and offline channel,online and offline channel are competitive relationship,but the new O2O mode focus more on the integration of online and offline channel,it is a new idea to promote online and offline channel to coordinate development.So,channel integration problem become the focus of industry and academia in recent years.APP is an effective agent to join the online channel and offline channel,so that the two channels make a better integration.UNIQLO and ZARA choose to increase mobile channels to develop its own APP aim at provide more convenience for consumers and enhance consumers' brand loyalty,but APP can affect the market demand and enterprises' operation strategies.Therefore,from the perspective of channel integration,study whether manufacturers should increase mobile channel and what effect will APP make to the multi-channel operation strategies have a wide practical background and worth studying.At present,some scholars take more attention to the multi-channel supply chain operation strategies problem,and research on the pricing and channel selection strategies from many aspects,such as different game structure,the types of demand,decision variables,coordination strategies and supply chain structure for multi-channel supply chain and make some achievements.However,most of the existing researches ignore two practical problems,which are capital constraints and carbon emissions.Recent years,the reality problem of capital constraints and carbon emissions increasingly prominent,the literature of supply chain finance and low carbon supply chain increase rapidly,how to effectively solve the problems of enterprises' fund shortage and reduce carbon emissions are focused by enterprises and academics.In addition,manufacturers and retailers in the multi-channel supply chain are both competitive and cooperative,the impact of capital constraints to supply chain members is more prominent;Meanwhile compared to the offline channel,shopping online creates less carbon emissions,this reality problem is also focused by scholars.Therefore,from the perspective of channel integration,capital constraints and carbon emission reduction,study the pricing and channel selection problems by considering a variety of factors in multi-channel supply chain under 020 mode,not only has abundant practical application value,but also has the theoretical frontier.In this paper,the theoretical and application research are conducted on pricing and channel selection problems in multi-channel supply chain by using game theory,the following work are completed.First,the related concepts and theoretical analysis of pricing and channel selection problems in multi-channel supply chain are given,mainly include:the concept of 020 mode and multi-channel supply chain structure type,the concept and content of multi-channel supply chain management,game theory and other related theory.Second,from the perspective of supply chain channel integration,the study on multi-channel supply chain operation strategies by considering APP richness are conducted under 020 mode.Specifically,the main research work includes three aspects.For the problem of pricing strategies in multi-channel supply chain by considering APP richness,pricing models are developed under different game relationship,analyzing the effect of APP richness on supply chain members' pricing strategies;For the problem of pricing and channel selection strategies by considering consumers' channel preference,the theoretical models by considering consumers'different channel preferences are builded,analyzing the effect of APP richness on supply chain members' pricing and channel selection strategies;For the problem of pricing and channel selection strategies in multi-product and multi-manufacturer by considering brand effect,building a consumer utility function to get a inverse demand model,sub-game Nash equilibrium are derived under four pricing and channel selection strategies,analyzing the effect of brand effect,APP richness and alternative degree between products on pricing strategies of multi-channel supply chain.Third,from the perspective of supply chain members' capital constraints,the study on pricing strategies in multi-channel supply chain by considering different financing modes are conducted under 020 mode.Specifically,the objective function of manufacturer and retailer are developed under three financing modes,using reverse solving method and two phase optimization techniques to get the optimal pricing strategies of multi-channel supply chain under many cases respectively,analyzing the effect of different financing modes on the strategies of multi-channel supply chain,and a numerical example validates the effectiveness of the proposed model.Fourth,from the perspective of supply chain carbon reduction,the study on pricing and channel selection strategies in multi-channel supply chain by considering consumer environmental preferences and carbon policy are conducted under 020 mode.Specifically,the decision models of manufacturer are developed with and without carbon cap and trade policy,quantitative carbon footprint are characterized in the process of selling products from online and offline channel,analyzing the effect of consumer environmental preferences and carbon cap and trade policy on pricing and channel selection strategies of multi-channel supply chain,and a numerical example validates the effectiveness of the proposed model.The research of pricing and channel selection problems by considering a variety of factors in multi-channels supply chain under 020 mode in this paper can enrich and develop the related theories of multi-channel supply chain management,this research also provide the reference and instruction for developing more complicated multi-channel supply chain theories and methods.