Research On Optimization Strategy Of Dual-channel Supply Chain Based On Complementary Products And Service Effect

With China's economic development entering a new normal,the new kinetic energy represented by the Internet is deeply integrated with various industries.The combination of “Internet + network payment + logistics” has greatly accelerated the development of network marketing.In the environment of slowing down economic growth and intensifying market competition,manufacturers can not only maintain competitive advantage but also expand market share by establishing network direct marketing channels.However,when manufacturers establish network direct marketing channels,price conflicts arise with retailers because they sell the same goods with traditional retail channels.From the perspective of alleviating channel conflicts,this paper considers the level of service that consumers pay attention to while utilizing the special commodity relationship between complementary products.Complementary goods refer to goods that can be used only when they are combined;service level refers to the extent to which enterprises can provide services to consumers.In the fiercely competitive market,decision makers will never lower their profits or increase their costs to benefit their competitors.Therefore,in the dual-channel supply chain of complementary goods,there are not only price games but also service games.Based on the above understanding,this paper mainly uses game theory to analyze the pricing strategy of complementary products between two channels,the relationship between pricing and service level,and the performance optimization between channels.The study found that:(1)When considering price interaction only in complementary dual-channel supply chain,In the case of centralized decision-making,the two sides will use the commodities with high elastic demand as the loss bait to gain the overall competitive advantage,that is,the higher the price elasticity coefficient of commodities,the lower the price of commodities,and the higher the price of complementary commodities.When the manufacturer dominates the decentralized decision-making,the direct channel selling price and the wholesale price of complementary products will be set flexibly according to the market information.(2)When considering the effect of service on price in complementary dual-channel supply chain,whether centralized or decentralized decision-making,the selling price of commodities will increase with the improvement of self-service level,decrease with the improvement of service level of the other side,the demand of both sides of the channel increases with the improvement of their self-service level.In the decentralized decision-making of manufacturer dominance,channel demand is positively correlated with self-service level,the relationship with the service level of the counterpart is related to the value of the sensitivity coefficient of complementary commodity services.At the same time,according to the relationship between service level and pricing,corresponding marketing pricing strategies are also obtained.Finally,supply chain coordination is achieved through two-part pricing contract.(3)Performance optimization under decentralization is considered in complementary dual-channel supply chain.Compared with independent service cost sharing,retailer-dominated one-way service cost sharing can not achieve the optimization of dual-channel performance,and the two-way service cost sharing based on market power equality can not always achieve the optimization of dual-channel performance.Only when the proportion of manufacturer and retailer sharing is high,can we achieve the dual-channel performance optimization;if the proportion of sharing is too low,independent service cost sharing will be chosen.