| As one of the greatest inventions of the 20 th century,the emergence and development of the Internet has changed the way people live,socialize,produce and management method.The development of the Internet has also promoted the rapid transformation of traditional business into e-commerce business.As a new business operation mode,more and more enterprises pay attentions to e-commerce and begin to use the Internet to build their own direct sales platform,accepting and processing orders from customers and delivery the products to customers quickly and accurately with third-party logistics companies.The electronic direct selling channel of the enterprise is supplemented by the traditional retail channel through the electronic commerce platform,and the dual channel supply chain model of the manufacturer direct channel and the traditional retail channel coexist gradually.Compared with the traditional single retailer sales model,the manufacturer’s direct channel can achieve market penetration better.But this makes the manufacturer not only is the retailer’s suppliers,but also become a strong competitor.And this brings about channel conflict.In order to solve this conflict,this thesis chooses a simple dual-channel supply chain model which includes one manufacturer and one retailer,and in which the manufacturer can sell goods through the retailer and direct channel.Firstly,from the retailer’s perspective,this thesis studies the impact of retailer’s advertising investment on the pricing,advertising investment and profit of the dual-channel participant and in this situation the retailer cover his own advertising costs.Then,consider the situation that the manufacturer sharing part of the retailer’s advertising costs,and studies the impact of the national goodwill and local goodwill on the pricing strategies and advertising investment strategies of manufacturers and retailers.Finally,the thesis concludes the relevant achievements and shortcomings of this thesis,hoping to be perfect in the future research. |
