Research On Pricing Strategy Of Considering Retailer's And Consumer's Fair Concern In Dual-channel Supply Chain

With the rapid development of communication technology and the rise of cybereconomy,the direct selling channel of the manufacturer is no longer limited to the physical direct sales,and network direct sales channel has become a new sales channel selection.By the way,some brands,such as "Three Squirrels","BESTORE",started with the shop direct sales channel,are no longer limited to the pattern of network direct sales,and the traditional retail channel has become their new options for extending market scope and increasing sales.The issues of pricing and channel conflict in dual-channel have become the focus of decision makers.Studies have shown that fairness concern could play an important role in maintaining the relationship between channels in the dual-channel supply chain.And,to a certain extent,fairness concern could ease the conflict between direct channel and retail channel.In view of this trend,this paper applied the relevant theories and methods of Stackelberg game theory,dynamic pricing theory,Hotelling linear city model,and Salop ring city model,and with the help of specific numerical analysis to make the research about dual-channel supply chain pricing problem considering the retailers'and consumers' fair concern.This paper mainly studied the dual-channel supply chain network constructed by a supplier and two retailers.The supplier was the leader of the game relationship,and the supplier had built the direct channel to create the product market.The main research content was divided into two parts:In the first part,I analyzed the process of the two retailers entering the sales market in turn,studied the influence of the distributional and peer-Induced fairness of the retailers on the market structure,and then constructed the dual-channel pricing model under the fair concern behavior of the retailers.The second part,the supplier and retailers made the discriminatory pricing strategy to study the channel selection issues of consumers,by building the dual channel discrimination pricing model considering the fair concern of consumer and retailers,focusing on the analysis of the impact of consumer's fair concern behavior on discrimination pricing strategy.This paper studied the three-cycle dynamic pricing model of dual-channel supply chain,the first period of product sales was the construction period of the market structure,focusing on the process of retailers entering the sales market.The second period was a period of consolidation for the market and to redistributive the market.The third period was the dual-channel competition period,focusing on the analysis channel selection issues of consumers when the discriminating strategy was taken.This paper analyzed the optimal pricing strategy in three sales cycles,and analyzed the influence of distributional and peer-Induced fairness coefficient of retailers and distributional fairness coefficient of consumers on product pricing and supplier's profit through the numerical experiment.