Research On Optimizing Strategy Of Dual-channel Supply Chain Based On Differentiated Product And Service Effect

In recent years, dual-channel supply chain which made up by electronic directchannel and traditional retail channel is becoming the main channel model ofmanufacturing enterprises. However, the two channels sell the identical products,division of labor and positioning are not clear, sales goals aer incompatible, lackconsistency and coordination, these will cause channel conflict. In the reality, enterpriseProvide differentiated products and serve to avoid homogeneous competition, and toease the channel conflict. in view of this, we consider that the traditional retail channelssell high-end products, electronic direct channels sell low-end products, use consumertheory, game theory and optimization theory, research the dual-channel supply chainbased on differentiated product and service effect, put forward the optimization strategy.Implements the channels on both sides win-win cooperation, promote dual channelsupply chain competitive advantage under the e-commerce environment.Firstly, we research the dual-channel supply chain which sell the same products.,discuss the situation when retailer offers service and the situation when retailer andmanufacturer offer serve together., and put forward the optimization strategy.Secondly, we research that manufacturer have two kinds of product--high-endproduct and low-end product, the traditional retail channels sell high-end products,electronic direct channels sell low-end products, at the same time manufacturer providesservice for traditional retail channel by taking advantage of electronic direct channel. Autility model that can depict the diverse functional properties of differentiated product,diverse consumer preference and effect of service is established. Optimal decisions andmaximum profits in centralized decision and decentralized decision are analyzedcomparatively. Ultimately, two-part tariff strategy is put forward. The research showsthat two-part tariff strategy could coordinate supply chain perfectly.Lastly, we research thatthe traditional retail channels sell high-end products,electronic direct channels sell low-end products, retailer offers service and retailer’sservice has a negative spillover effect to electronic direct channel. We establish aconsumer utility function, analyze the optimal decisions and maximum profits incentralized and decentralized situations, respectively. On this basis, a two-part tariffimprovement strategy is proposed. We found dual-channel supply chain can achievePareto improvement by two-part tariff strategy. Finally, an example analysis of the influence of various parameters on the strategy, at the same time to test the effectivenessof the two-part tariff strategy.