Price And Logistics Service Level Decision In Online Dual-channel With Heterogeneous Products

With the rapid development of e-commerce and logistics services industry,"Amoy brand" as the representative of online direct and retail channels of heterogeneous products in the online dual-channel model,has gradually been taken seriously.Some traditional enterprises have begun to sell new products through the online direct channel,and the backlog inventories whose style is relatively backward are sold through the network retailers in the third-party platform.Although the products of two channels has a certain degree of difference,and can ease the product homogenization caused by channel conflict to a certain extent;from the supply chain as a whole,there are still many problems:(l)the network retailer product itself has no advantage,"low price competition" "price confusion" phenomenon still exists;(2)the level of logistics services in the network retail market has not been paid enough attention,the proportion of unsatisfied logistics services are still high;(3)the lack of manufacturers concern about the network retail market leads to serious damage to corporate brand image,the sale of new products are facing difficulties;(4)manufacturers and online retailers lack the sense of cooperation,so the overall supply chain cannot achieve the best.Based on this,this paper uses the consumer utility function,Stackelberg game and supply chain optimization methods to construct and solve the price and logistics service decision for the pursuit of profit maximization when the manufacturer and the network retailer have no cooperation consciousness.From the perspective of the supply chain as a whole,it analyzes the applicable conditions of the differentiated logistics service strategy.Manufacturers and online retailers choose the cooperation mechanism to achieve the overall optimal price and logistics services level when considering to clean up the backlog products of relatively old inventories.Through the model solution and example analysis,we can conclude that:(1)logistics service differentiation strategy is not applicable in any cases,and we need to consider the value of the discount coefficient,channel preference factor and so on.When the income increase which the logistics services improve cannot compensate for the lack of logistics cost,online retailers need not implement differentiated logistics service strategy;(2)the implementation of differentiated logistics services by online retailers is beneficial to the manufacturers,and the higher the level of differentiated logistics service is,the more favorable for the increase in the sales volume of overdue inventories;(3)manufacturers and online retailers can achieve better volume of backlog inventories without reducing the profits of the supply chain through the cooperation of logistics service innovation incentive mechanism.Besides it finds that the price discount mechanism cannot achieve this goal.Therefore,the research of this paper not only enriches the theoretical research of online dual-channel,but also provides reference for enterprises that are implementing or will carry out the online dual-channel strategy of heterogeneous products.