Research On Pricing And Coordination Strategy In Dual-channel Supply Chains Considering Customer’s Behavior

With the rapid development of electronic commerce and the widespread popularity of network applications, more and more large manufacturing enterprises establish network direct marketing channel to sale their products on the basis of the traditional retail channel in order to obtain a larger market share and profits. But the implementation of the dual-channel mixed mode is facing many influences and challenges. On the one hand, under the structure of dual-channel supply chain, the consumers’ free-riding behavior and return behavior based on the service features of different channels is inevitable, which has certain influence on the pricing strategy of supply chain and makes the enterprise profit losses. On the other hand, the demand of channels affected by market volatility has a certain degree of uncertainly, which has great influence on the pricing decisions of supply chain members. Therefore, the problem to be solved of the enterprise is to make a rational pricing strategy on the basis of considering the above factors.Based on the analysis of relevant theory of double channels supply chain and the research of supply chain coordination mechanism, this paper has carried on the thorough study on the pricing strategy and supply chain coordination mechanism in double channels supply chain on the basis of consideration of consumer behavior under the uncertain demand. In this paper, the main research work completed the following two aspects:(1) First of all, on the basis of the existing linear demand model, this paper considers the transfer influence of the consumer free-riding behavior on the market demand, and then this paper establishes the pricing model of dual-channel supply chain considering consumer free-riding behavior. After that, this paper solves and analysis the pricing model in both of centralized decision-making case and the manufacturer dominant decentralized decision-making case. Then this paper put forward the combination of revenue sharing and transfer payment contract, and coordinate the supply chain under decentralized decision-making case, finally this paper uses examples to analysis the influence of consumer free-riding behavior on the pricing strategy and the profits of the supply chain.(2) Then this paper continues to use the previous linear demand function model and takes into account the effects of consumer return behavior on the dual-channel supply chain pricing strategy. Next, this paper adds some related parameters of consumer return behavior in the linear demand function model and then establishes the pricing model of dual-channel supply chain considering consumer return behavior. After that, this paper solves and analysis the pricing model in both of centralized decision-making case and the manufacturer dominant decentralized decision-making case. And then through the above combination of contract this paper coordinates the supply chain under decentralized decision-making case, finally this paper uses examples to analysis the influence of consumer return behavior on the pricing strategy and profits of the supply chain.The dual channel pricing model considering the consumer behavior established in this paper is a significant expansion of dual channel supply chain pricing model and provides the method of modeling considering uncertainty demand and consumer behavior. Finally the conclusion of examples provides a good support for the enterprise to implement the pricing decision, which has a certain practical significance.