Research On Joint Promotion Pricing Strategy Of Dual-channel Supply Chain Under Promotion Efforts

In recent years,the rapid development of e-commerce has formed a new pattern of dual channel supply chain mode,it’s not only increases the consumer’s shopping channels,but also result in the conflict between channels.So how to solve the conflict between channels,make effective pricing and promotion strategies and coordination of the interests between channel members has become an urgent problem in dual channel supply chain.The paper is based on the above background,based on the summary of the existing promotional efforts and the "free rider" dual channel supply pricing literature,considering the market demand as a random variable,the "free rider" behavior and promotion effort are introduced into the dual channel supply chain,and integrated use of mathematics,economics and game theory model of Stackelberg,respectively.Construction of single retailer in dual channel supply chain pricing model under different control modes,comparing the profits and price of single both sides,which side of the promotional effect to be satisfied with the parameters of the conditions.By numerical simulation analysis of the influence of different parameters on the sales price and profit,combined with the parameter value of sensitivity analysis,and the profit of different promotion parties in centralized and decentralized control mode is discussed,and the feasibility of the questionnaire is designed to verify the conclusion.Research shows that there are different effects on the relationship between different parameters and product pricing under the three kinds of promotion situations.At the same time,different parameters will also affect the profit of the supply chain members,and which promotion optimal is also subjected by the mathematical relationship of the different parameters.Manufacturers and retailers in the pricing of products should be taken into account the cost of production,wholesale prices,promotional efforts,promotional cost sharing ratio,retail channel preference rate and other parameters on the impact of sales price,in product promotion should consider the various channels of promotion investment promotion efforts will be maintained at the optimal promotion range,to avoid the excessive promotion caused by the waste of promotional costs and damage manufacturers and retailers profits.The profits of the manufacturer and the retailer are limited by the concentration and dispersion control mode,if the enterprise is properly controlled,the profit from the promotion of the two partiesis much higher than that of the unilateral promotion.