Pricing Strategies In Dual-channel Supply Chain And Coordination

The rapid development of the Internet and e-commerce has greatly changed the business model of the enterprise.Business management convert from the traditional retail channels to edual-channel mode consist of retail channel and network channel.The development of the dual channel supply chain not only changed the consumer's consumption concept and consumption habits,but also had a very big impact on the price decision of the participants in the supply chain.Based on the previous research results,this paper focuses on the pricing and coordination of the two-echecon dual-channel supply chain.Firstly,from the basic concept and type of supply chain coordination,this paper draws out the effective way to coordinate the supply chain,and introduces the basic concept of supply chain contract,the basic reason of the emergence of supply chain contract and the role of supply chain contract.Then the focus of this paper is to study the pricing strategy of retail and manufacturer dual-channel.Through the establishment of the demand function related to price and the Stackelberg game,we conclude manufacturer'and retailer'pricing strategy,sales and profits in decentralized decision-making,.The profit of supply chain under the decentralized decision is less than that under the centralized desicion.Then the different revenue sharing contract is designed to achieve the coordination of the dual-channel supply chain.Finally,assign the market parameters of the dual channel supply chain variables.Through numerical analysis we verify the effectiveness of the two revenue sharing contract.The pricing and coordination of the two channel supply chain is always a hot issue in the academic field.The research in this paper has supplemented and it has certain guiding role for the manufacturers' and the retailers' pricing strategy.The innovation of this paper is to study both the manufacturer dual-channel and retailer' dual-channel supply chain,and design two different revenue sharing contract according to the characteristics of the channels,thus enrich the contents of the revenue sharing contract.