Pricing Strategy Of Dual-channel Supply Chain Environment Under Rider

With the development of science and technology and the popularity of the Internet, consumers’ shopping habits are changing:In the era of e-commerce has not been popular, consumers only to physical retail stores and eventually in the store to buy. With the development of the Internet and popularization of e-commerce, "online shopping" has become a new shopping trend. E-commerce retail channels for its relatively low price to attract a lot of consumers, but because of its lack of direct contact with experience, so more and more consumers begin to take a ride on traditional retail channels:to understand the products of traditional retail channels information, turn to less expensive e-commerce channels to buy. Consumers "free-rider" phenomenon will undoubtedly have an impact on manufacturers. In real life, not all consumers have one hundred percent confidence on e-commerce channel, that consumer groups remain a majority of the risk-averse consumers, they think of e-commerce channels to buy product relative to traditional channels, there is a big risk, the risk is mainly from the product inconsistent with its own expectations, consumers’ appetite for risk has also become another major factor affecting consumer demand.Aiming at these problems, on the basis of relevant theories overview of research on the major completed a study of the following three aspects:(1) Fully consider the impact of the risk appetite of the consumer purchase decision, the consumer risk appetite and dual channel hitchhiking combined to build consider the risk of consumer utility model, and then construct a dual channel both retailers and manufacturers profit model to study the two dual channel retailer and manufacturer pricing issues.(2) Constructed the same as when manufacturers take different wholesale prices and wholesale prices both retailers and manufacturers profit model. When analyzing the manufacturers to adopt a uniform wholesale price and take the difference between the wholesale price to maximize profits and optimal pricing of two retailers both retailers and manufacturers. The study found that when manufacturers adopt a uniform wholesale price, traditional retailers will be the impact of free-riding. Revenue for the protection of traditional retailers, manufacturers take the difference between the wholesale price, and traditional retailers to make their greater benefit, from the impact of free-riding.(3) Finally, through the analysis of actual case examples, the validity and reliability of the model to verify the correctness of the conclusions related to this article prove that manufacturers can take to protect traditional retailers and manufacturers when the difference between the wholesale price gains, intuitive to show the practical significance of this study.This study can give dual-channel supply chain enterprises to provide a more effective and fit the actual pricing method, operation and management of enterprises can have referential significance, and to provide some guidance for future research.