The Study Of Pricing Decisions And Channels Selections In The Electronic Commerce Environment

As the development of economic globalization, e-commerce is playing a more and more important role, not only is it changes the consumer’s consumption concept and consumption behavior all the time, also affect the goods maker-manufacturers and sellers of goods-retailers. In order to expand their markets, promote the flattening of the supply chain and cost savings, manufacturers and retailers are set up network marketing channels in the environment of e-commerce, and then a new channel mode immerses-the e-commerce channels. Basing at this reality, this article study the retailers and manufacturers how to choose the channels and pricing strategy in the double channels supply chain.First under the assumptions we establish four kind of theory model of double channel model of supply chain including the traditional single channel, only retailers establishes direct channel, only manufacturers establishes direct channel, retailers and manufacturers set up direct sales channels at the same time and so on. Then we use stackelberg game method to solve the four different mode of supply chain theoretical model, expressing retailers and manufacturers the most optimal pricing, sales and profits of analytic expression.On the basis of the theoretical model, we use retailers and manufacturers as the research subject, put forward four possible channel selection strategy:(1) only the retailer set up direct sales channels on a single channel; (2) only manufacturers direct marketing channels is built on a single channel; (3) retailers builds its own network marketing channels after manufacturer; (4) the manufacturer builds its own direct channel after retailers. Analyzed and the relationships between their prices, sales and profits under the different patterns, and gives the the pricing strategy and channel selection strategy under the condition of a certain relationship.Finally with the help of case analysis and related software, we analysis of retailers and manufacturers pricing, sales, and the relationship between the profit and consumer preference coefficient and retailers and manufacturers should be taken respectively the channel selection strategy and pricing strategy when the consumer preference coefficient is given in a certain range. At last we get quantitative conclusion, make the results more intuitive to show in front of the readers.This study of retailers and manufacturers decision problems under the electronic commerce has certain reference value, but also enriches the theory of dual channel supply chain related.