Study On Coordination Strategies For Dual-channel Supply Chain With Service Overflow Effect

In the age of electronic commerce,more and more enterprises introduced direct channel on the basis of the traditional retail channels to satisfy consumers demand,improve the market competitiveness of enterprises and maximize economic profits. However,The relationship of competition and cooperation between manufacturers and retailers in the dual channel make the channel conflict and the double marginalization problem exist at the same time,general supply chain contracts for the traditional channels of supply chain coordination become out of action in the coordination of dual channel supply chain. In addition,with the enhancement of the development of service economy and service consciousness of consumers,manufacturers and retailers are beginning to realize the importance of service factors and take active service strategies. But the cost of service and market uncertainty make the service quality hard to guarantee and service strategies can not be implemented efficiently,Eventually lead to a overall efficiency decline of the supply chain. There fore,how to formulate a coordinated strategy,improve service level and the efficiency of the channel has become a urgent problem.In this paper,to the dual channel supply chain system with the coexistence of the traditional retail channel and online direct channels,in consideration of traditional channel services overflow to online channel,online channel services overflow to traditional channel,the traditional channel service and online channel services both overflow situations. Firstly,the Stackelberg game models of non-strategy,price subsidy strategy,revenue sharing and cost sharing strategy without service overflow effect were established respectively,then the models affected by service overflow effect were built similarly;then according to the change of manufacturer,retailer profits and supply chain system total profits caused by implementing different strategies,the coordination effect by different policies were compared,and the strategy implementation conditions were explored further. Compare the results without and with service overflow effect when the same strategy implemented,service overflow effect on dual channel supply chain system were conclutioned. Lastly,the change trend simulation of service level and manufacturers,retailer profits and supply chain system total profit in different service overflow rate and service cost coefficient were shown by Matlab,influence of service overflow rate and service cost coefficient the on dual channel supply chain system were validated.