Study On Hyprid Dual-Channel Supply Chain Models And Coordination Mechanism Based On The Free Riding Behavior

With the advent of the internet economy, the study on Hybrid C hannel Structure of the electronic and traditional channels has become a hot spot of academic circles. There are five Hybrid Dual-channels in reality. And the same time, Cross-channel Free-riding has an important impact on the decision making,order quantity, sales effort and the chose of the best supply chain of retailers and manufacturers. Then the Hybrid Dual-channel Supply C hain appears new features and laws about the decision making and coordination. In this paper, two questions will be discussed: Supply C hain Modes analysis and supply c hain coordination based on the Cross-channel Free-riding Behavior.This paper will study the balance s ituation of the dispersion Hybrid Dual-channel and the Inadequacy Integrated Hybrid Dual-channel b with the benchmark model, the Vertically Integrated Supply Chain. After that, we did the comparative analysis of the three Supply Chain Models. The rusults shows that: 1)The Brick-and-Mortar retailers' best sales effort are equal in the dispersion Hybrid Dual-channel and the Inadequacy Integrated Hybrid Dual-channel b and are less than that in the benchmark model. 2)When there is Cross-channel Free-riding Behavior, the Brick-and-Mortar retailer will exert less sales effort owing to the more cost. That is, the Cross-channel Free-riding Behavior reduces the Brick-and-Mortar retailer' sales effort. 3) The Brick-and-Mortar retailers' order quantity are equal in the Dispersion Hybrid Dual-channel and the Inadequacy Integrated Hybrid Dual-channel b and are less than that in the benchmark model.To achieve sales effort coordination, we designed a contract with price match, and find the contract with price match and selective compensation rebatem can coordinate the sales effort perfectly through comparing with the selective rebate contract with price match, the target rebate contract with price match and the wholesale price discount contract with price match.