| With the development of electronic commerce, many changes have taken place on channel models in supply chain. More and more manufacturers are adopting an online direct channel to sell their products. There are many channel conflicts in dual-channel supply chains. The channel conflicts leads to low efficiency of the supply chains.This paper studies a dual-channel supply chains including a manufacturer with an online direct channel and a retailer with a traditional retail channel. Referring to the latest research results, this paper examines the optimal decisions of price and service in dual-channel supply chains using game theory, information economics and the optimization theory.The main research of this paper includes the following areas:First, summarizes the related research literature on dual-channel supply chain management both of abroad and domestic. The main research questions are analyzed and some drawbacks or shortcomings of existing research are pointed out. It is pointed out that price and service decisions of dual-channel supply chain still needs further study.Second, under the symmetrical information situation, the market demand depends on price and service, this paper examines the optimal decisions of price and service in a centralized and a decentralized dual-channel supply chain. This paper uses the numerical studies to analysis the direct sale price, the retail price and the profit under the two situations, the results shows that the centralized mode is better than the decentralized mode.Thirdly, under the asymmetric information situation, retailers’sale cost is private information, this paper examines the optimal decisions of price and service in a asymmetric information dual-channel supply chain. This paper uses the numerical studies to analyze the direct sale price, the retail price and the profit under the symmetrical information and asymmetric information. Finally, summarizes the research questions of the thesis, and raises the direction of further research. |
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