Manufacture's Marketing Strategy Under Dual-channel Supply Chain Considering Risk Attitude And Service Spill-over Effect

The economic globalization and information technology have developed so fast that the operating environment of the enterprise changes a lot.In addition,the enterprise competition is being fierce and demands of the consumer is becoming diversified.Therefore,the uncertain factors in the process of operation are increasing and then an increase in the incidence of supply-chain risk should also be seen.So it will make sense to take manufacture's risk attitude into consideration.Information service is one of the factors that attracting the consumers,including the counter display,explanation of the staff and product experience and so on.In comparing with the traditional retail channels,the sale costs of the direct channels is lower than the traditional retail channels.It makes the consumer experience the product on the offline first and then go to shop online.Therefore,free riding behavior become a widespread phenomenon in real life.So,how will the free-riding affect the risk-averse manufacture? We will focus on the two main question!To begin with,we study the effect of manufacture's risk attitude on the decision of supply chain without considering service spill-over effect.The result shows that manufacture's risk attitude significantly influenced the decision of single channel and dual-channel.Afer that,we study the effect of service spill-over effect on the demand,expected revenue and service level of retailers.The study indicates that when the service spill-over effect in a certain range,it will produce the positive influence on the demand,expected revenue and service level of retailers.In the end,considering service spill-over effect,we study the effect of manufacture's risk attitude on the decision of supply chain.The result reveals that risk-averse manufactures adopt different market strategies under the condition of considering service spill-over effect and no service spill-over effect.