Research On The Decision Model Of Dual-channel Supply Chain And The Optimization Of Competition And Cooperation Strategy Based On Reciprocal Behavior

Channel conflict which has been caused by online price will no longer ease up with the rise of the cost of the independent e-commerce platform.A new round of channel conflict has developed as a result of competition such as logistics services.However,such services often have stronger reciprocity.Therefore,competition between online and offline channels have also been the basis for online and offline channels to seek reciprocity and cooperation to achieve a win-win situation.So,this kind of competition and cooperation has been incorporated into the dual-channel supply chain.The problem of channel conflict,difference of delivery time of members in the dual-channel supply chain has been solved by studying the pricing,reciprocity,ordering and order transfer strategies in the supply chain.First,the reciprocity behavior under different sales efforts has a conflicting impact on the channels of online retailers and offline retailers.Therefore,a co-opetition strategy model with altruism and mutual effort has been developed under the conditions of independent decision-making and the existence and stability of Nash equilibrium are proved.Furthermore,the stability of the equilibrium points area of the retailer's co-opetition game and the relationship between pricing,order quantity,effort level,and altruistic coefficient has been analyzed by simulation.The results show that the online and offline pricing tends to be consistent at the equilibrium point.Meanwhile,online retailer is a kind of slightly altruistic behavior,while offline retailer is a completely altruistic behavior,which makes them be Pareto optimal.Second,different delivery time has occurred among online and offline channels,which also provides an impact on order transfer.Aiming at this problem,a dual-channel supply chain system consisting of a manufacturer that launches online channels and an offline retailer has been founded.Based on this,profit optimization model has been developed when they cooperate each other with the difference of delivery time.On this basis,Kakutani's fixed point theory is used to prove the existence and stability of the Nash equilibrium of ordering from the manufacturer and the offline retailer.Furthermore,the relationship between the balance order quantity and the difference rate of delivery time is discussed.Third,neither wholesale price nor service cost contract cannot coordinate the supply chain system has been proved.A two-part tariff coordination mechanism has been further optimized and designed to achieve a win-win.It provides a theoretical basis for the competition between manufacturers and retailers.Finally,this has been extended from one sales stage to two sales stages,and the co-opetition behavior between the manufacturer and the retailer's offline channel has been further developed in the two sales stage.Aiming at this problem,a dual-channel supply chain composed of an online channel manufacturer and an offline retailer has been considered,and a cooperative and ordering strategy model for order transfer is developed.Therefore,the relationship of the target inventory in the second sales stage and own inventory,and the optimal order transfer amount of the other has been proved by game theory.Meanwhile,a unique ordering Nash equilibrium between the offline channels of retailers and the online channels of manufacturers has been proved under the condition satisfied by the service fee.The resulting strategic substitution relationship not only eases the contradiction between the supply and demand imbalance between the retailer's offline channel and the manufacturer's online channel in the first sales stage,but also further corrects the future supply and demand contradiction between them in the second sales stage.Therefore,the decision optimization problem of the supply chain composed of suppliers and retailers after opening online channels has been solved.This has formed a more systematic technical method and solution,which provides a theory framework for the cooperation-competition and win-win between suppliers and retailers.