The Product Pricing Strategy Of Dual Channel Under Uncertain Wholesale Price Based On Nonlinear Programming

With the rapid development of internet and mobile internet technology, all kinds of trade service achieve the electronic gradually, many brand suppliers to expand the network direct marketing channels services, to supplement the defects of the traditional retail methods, dual-channel chain has been a good model for many fast fashion product distribution enterprises. C fashion brand suppliers are faced with such a problem of the sales transition now, from the traditional retail mode to the dual-channel mode transformation concluded network direct selling and franchise store sales. Through the analysis of C fashion brand distribution channels, after the combination of network marketing channels, different product sales price will cause the competition between direct marketing and its franchisees sales network. Meanwhile, bulk order prices changes can affect alliance business in the size of the product quantity when they order. Therefor how to develop the double channel products pricing strategy is a problem the suppliers have to face.For the above problem, this paper will take the dual-channel supply chain sales as the research object, on the one hand suppliers sale products through the network, on the other hand franchisees can get bulk order price and sale products in salesroom. With the uncertain bulk order price and the dominant provider, based on the linear demand function only depends on the price factor, constructed a dual-channel product price strategy based on nonlinear programming model for uncertainty in bulk order price, with the aid of Matlab data processing software, The paper verify the validity of the model by application analysis. The paper analyzes the market demand, price elasticity of demand coefficient and substitution coefficient of product sales prices, bulk order price and profits briefly; Meanwhile, the mainly effecting factor on the dual-channel product pricing strategy is the channels of market demand, price elasticity and product substitution factor; Analyzed the double channel product pricing strategy and the bulk order price are linear negative correlation relationship.