Pricing And Coordination Strategy On Supply Chain In Dual Channel Under Asymmetric Information

In this paper,we discuss the optimal pricing strategy and coordination strat-egy of dual-channel supply chain under asymmetric service costs.Firstly,under the influence of service free-rider,we analyze the pricing decision under centralized situation and decentralized situation,compare results of the two and found that the retail price of decentralized pattern is greater than the corresponding price of centralized mode,but the total profit of the supply chain is just the opposite;Sec-ondly,we use the wholesale price contract to coordinate dual-channel supply chain of asymmetric service costs,the results show that the contract can achieve supply chain coordination in the low service costs;but it can't come true supply chain coordination in the high service costs;Finally,we introduce the manufacturer and retailer risk aversion degree under the condition of demand uncertainty,discuss the optimal pricing strategy under symmetric and asymmetric service costs,and discuss the influence of risk aversion degree on pricing strategy.