Research On Pricing Policies Of Dual-Channel Supply Chain Based On Consumer Preferences

The rapid popularity of internet technology provides conditions for the sustainable development of electronic commerce, which also changes the relationship between enterprises and consumers, as well as the relationship between enterprises and channel partners. The changes are mainly shown by the fact that many enterprises, while retaining the traditional distribution channels, begin to develop E-commerce direct marketing channels for new profit points. At the same time, consumers have more shopping options. The difference and personalization of consumer preference has made it difficult for the traditional single channels to meet diversified demands of consumers. Therefore, during the channel development, enterprises must fully coordinate the relationship between retailers, consumers and themselves, and carefully choose multi-channel way of marketing. Otherwise it may cause channel conflicts directly, undermine the cooperation between the existing channels, as well as damage the interests of both parties. Therefore, in order to guarantee profits, the enterprises must establish competitive pricing strategy.To establish optimal pricing strategy, the enterprises need to take the continually changes of consumer preferences into consideration. The traditional identical marketing environment has been replaced by many consumer groups with diverse demands. So the different channels are able to meet the diverse demands of consumers. All the existing dual-channel pricing strategies take into consideration the influence of various factors, as well as the impact of consumer preferences changes on pricing strategies. However, the existing researches mainly focus on a determined consumer preference. This paper conducted an in-depth research on channel pricing strategy, consumer preferences changes and decision behaviors in the E-commerce environment. It selected time sensitive and service sensitive factors as research object of the pricing model. Taking into account the uncertainty of consumer preferences in real world, this research introduced the predicted value of preference information of both sides in the game to build the model, and probed into the pricing strategy of both sides under the condition of centralized and decentralized decision-making models. The research found that centralized decision-making can optimize the supply chain as a whole, and decentralized decision-making can maximize their own interests. On this basis, this paper analyzed the decentralized decision-making model. Considering the competition policy changes of manufacturers (which is led by the cost changes of direct sales channels) and asymmetric information of the wholesale prices, the publicized wholesale price ranges of the manufacturers promote information sharing of dual-channel supply chain.The research can provide support for both sides to select the best channel combinations for common interests, so that the goal of coordinating channel conflict and achieving a win-win situation will be reached.