Study Of Price Competition Of Two Double Channel Supply Chains

With the rapid development of electronic commerce, dual-channel marketing model which includes online channel marketing and offline channel marketing becomes more and more important.There are three models:manufacturer dual channel(M mode),retailer dual channel(R model), and the third party dual channel(T mode).And each model respectively exists when the offline channel is in charge of the manufacturers, retailers, and the third party in addition to manufacturers and retailers. How to make a proper product decision has become a concern of the business community and academia when there are competition between different channels and a Stackelberg game between the upstream and downstream enterprises.When the market demand is determined,this thesis studies that one DCSC consists of single manufacturer selling products on Internet and single retailer selling products in the traditional retail channels(M mode);One DCSC consists of single manufacturer,the single retailer controls of two sale channels(R mode);And one DCSC consists of single manufacturer, single retailer selling products in the traditional retail channels, and the third party selling products on Internet(T mode).The competition between any two different DCSCs are studied in this paper.When the two DCSCs are decentralized SCs, and one is decentralized SC the other one is centralized SC, and the two DCSCs are centralized SCs, the competition decision models such as EPEC model, MPEC model and Nash model are established. Also the optimal sale prices of all channels are found out. Finally,the numerical simulation and the sensitivity analysis are carried out,and the management countermeasures are put forward.When the market demand is stochastic,this thesis studies the pricing competition between the M mode dual-channel supply chains and the R mode dual-channel supply chains.In the M mode DCSC, the manufacturer selling products on Internet and the retailer sells products in the traditional retail channels. In the R mode DCSC, both sale channels are controlled by the retailer. When the two DCSCs are decentralized SCs, and one is decentralized SC the other one is centralized SC, and the two DCSCs are centralized SCs,the competition decision models such as EPEC model, MPEC model and Nash model are established which base on game theory and equilibrium analysis methods.Also the optimal sale prices of all channels are found out.Finally,the numerical simulation and the sensitivity analysis are carried out,and the management countermeasures are put forward.This thesis studies the pricing competition model of two dual channel supply chains. It does not only expand the depth of the dual channel supply chain research, but also provide the basis theory for the pricing competition between enterprises in the real life.At the same time, it provides a reference for the supply chain managements.