Research On Manufacturer Pricing Strategy And Channel Selection Based On "Free-riding" Behavior

In recent years,the emergence and development of emerging business forms such as e-commerce and modern logistics have made manufacturers face unprecedented challenges and opportunities.Some of the strong manufacturers are gradually shifting to a dual-channel model,but most manufacturers lack the corresponding theoretical guidance and become overwhelmed when faced with multiple marketing channels.The rise of the dual-channel sales model has brought convenience to supply chain members,as well as channel conflicts due to factors such as “free riders”.From the perspective of "free-riding" behavior,this paper builds the demand function and profit function based on the Stackelberg model,and uses the inverse induction method to solve the optimal price strategy and the optimal profit of each subject in different channel modes,and analyzes the direct marketing cost of the network.The influence of factors such as the behavior coefficient of the car on the price and profit of each subject.Research shows that under the direct sales dual channel model,the manufacturer’s direct selling unit cost is positively related to the product price and the traditional retailer’s profit,and the relationship between the manufacturer and the supply chain profit varies with the scope of the direct selling unit cost.Consumer free-riding behavior always has a negative impact on traditional retailers,while the impact on manufacturers and supply chains varies depending on the degree of “free rider”.Under the dual channel model,the “free-riding” behavior coefficient is directly proportional to the price and profit of online retailers,and inversely proportional to the price and profit of traditional retailers,the impact on manufacturers and supply chains,and the direct-sale dual-channel model.Consistent.On the basis of the above conclusions,the article sets the difference between the manufacturers’ optimal profits in the three different channel modes as the quadratic function of the “ free-riding ” behavior coefficient,and studies them separately in different“free-riding” coefficients.The manufacturer’s optimal channel selection decision,research shows that,due to factors such as direct selling unit cost,service level,and cross-price elasticity coefficient,manufacturers will make different channels within the range of different“free-riding” behavior coefficients.Choose a decision.Regarding the double-channel conflict caused by factors such as“free-riding”behavior,the article designed the quantity discount contract and the revenue sharing contract to coordinate according to the trust level among the channel members.The research shows thatboth contracts have a good coordination effect on the supply chain within the reasonable income sharing coefficient and quantity discount coefficient.