Research On Pricing Of Strategic Consumers In Dual-channel Supply Chain

The rapid development of network has opened up new marketing channels for enterprises,and network direct selling plays an increasingly important role in business transactions.Many manufacturers have opened up electronic direct sales channels to expand their distribution channels while maintaining the traditional retail channels to sell products.With the wide application of dynamic pricing strategy and the rapid development of the Internet,consumers can inquire about the prices of products,inventory,after-sales service and even past prices and future prices,thus creating some “ smart“ consumers-strategic consumers.They can compare the product prices and net utility of different channels according to their reserved prices,when and from what channels they purchase.Due to the existence of traditional channels and online direct selling channels,which will require traditional manufacturers to make a series of decision-making adjustments in pricing,especially in the face of strategic consumers.According to the situation described above,this paper constructs a dual-channel supply chain product sales environment with manufacturers and retailers,assuming that the market is a mixed market composed of short-sighted consumers and strategic consumers,discusses the pricing problem of dual-channel supply chain based on strategic consumers from the impact of such strategic behavior on prices and expected returns of members of the dual-channel supply chain.In the traditional supply chain and the dual-channel supply chain.Under the goal of maximizing the profits of manufacturers in the online channel and retailers in the offline retail channel,the models are solved,and the optimal price strategies and maximum profits of manufacturers and retailers are obtained.The extreme situation that market consumers are short-sighted or strategic is discussed,and the differences between the dual-channel and the traditional channel are compared.Strategic consumers to total consumers in the market has a great influence on the number of consumers’ purchasing behaviors in the first stage of full price sales or the second stage of discount.Therefore,it is necessary to fully understand the types of consumers and the composition characteristics of consumers in the market under the dual-channel supply chain environment where online direct sales channels and offline retail channels coexist.