Research On The Pricing Of Dual Channel Supply Chain Of A Enterprise Online And Offline

In recent years,the rise and rapid development of e-commerce has affected people's consumption and shopping ways,and more and more consumers choose to buy goods through online channels.Compared with offline physical channels,online channels have many advantages,such as reducing operating costs,enriching product brands and categories,and breaking regional restrictions.Therefore,the opening of online channel sales model is based on the need of survival competition.However,this online sale model not only brings more market share and convenience to enterprises,but also brings huge impact and challenge to their operation and management.First of all,enterprises inevitably face competition conflicts between online channels and traditional entity channels,so retail enterprises need to take reasonable pricing coordination measures to improve the overall revenue within the supply chain.Secondly,many online brands also see the market influence and consumer groups of retail enterprises and want to enter the retailer's online channels for sales.Therefore,facing the competition of such brands,retail enterprises need to formulate effective pricing strategies to improve the profit level.This paper selected A corporate phones dual channel supply chain as the research object,by visiting A company,stores,collecting mobile phone products related sales data,using A combination of quantitative analysis and qualitative analysis,the status of A business,double channel pricing strategy of supply chain and facing emerging network brand to join the brand competition is analyzed.By introducing the game model,A dual-channel supply chain pricing model was established for the new network brands to join the online channel sales of Enterprise A,and the modeling analysis was carried out to calculate the optimal pricing under centralized and decentralized decision-making.The optimal profit function of each party is solved.Through access to relevant data according to the product orientation again divided into high-end mobile phones and ordinary numerical example analysis,analysis of the results of numerical calculation,found in both decentralized decision and centralized decision making,the enterprise will be A brand new online sales channels to introduce all can improve the overall sales of high-end mobile phone product profit;For ordinary mobile phone products,the addition of new brand online channels will also increase the profits of Enterprise A and the whole supply chain.However,due to excessively high price competition,the profits of original manufacturers may be reduced,which requires Enterprise A to solve this problem by coordinating the profit distribution of the internal supply chain.Through theoretical and empirical analysis,this paper puts forward practical and instructive suggestions for the selection of pricing strategy,market positioning and solving problems encountered in operation of enterprise A's retail products,and also provides references and examples for relevant enterprises in the dual-channel supply chain structure to solve other operational problems.