Pricing Analysis Of A Dual-channel Supply Chain Under The Conditions Of Striving For Cost Sharing And Rebate Commitments

With the rapid development of Internet information technology,the emergence of online shopping platforms and the continuous improvement of service levels,and the continuous innovation and development of business models,online shopping has gradually been accepted by the public and has become an indispensable shopping method for people.More and more manufacturers choose to open up online channels to directly serve end customers,to seek new growth points,to make up for the shortcomings of offline single channel,and hope to achieve a dual channel sales strategy,increase product market share,and make traditional retail The offline sales channels of the business and the online sales channels of the manufacturers have developed into a trend of commercial marketing.In the implementation of the dual-channel strategy,manufacturers or retailers may adopt advertising and other efforts in order to gain market recognition,and the implementation of hard work will inevitably have a certain impact on both parties.At the same time,because manufacturers and retailers are in different dominant positions,even if the partners are competitors,in order to maintain the cooperati ve relationship,market pricing and effort costs have become the topic of common concern.Based on the analysis of domestic and international dual-channel research,this paper takes a two-channel supply chain consisting of one manufacturer and one retailer as the research object,considering the two-way positive spillover effect of effort and two different rebate commitments.Assume that the effort costs are collectively pooled,proportioned to use and assume;set the manufacturer to be superior in decentralized decision-making,have a dominant position and intend to reach a cooperation intention with the retailer;the rebate strategy and the wholesale price are determined by the manufacturer under the decentralized decision;The market sales price is determined by two methods of decentralization and concentration.Through the establishment of mathematical models,pricing analysis is conducted for both market-consistent and inconsistent situations,and the impact of different pricing strategies on manufacture rs and retailers is studied.Through model research and case analysis,it is found that the influence of the changes in the different situations and the two sides is inconsistent,and the coordination between the two is difficult to achieve.By comparison,the implementation of decentralized decision pricing is beneficial to retailers,but for manufacturers,the result is just the opposite.In order to achieve the willingness to cooperate,the two parties can adopt the method of decision-making and collocation,and at the same time,specify the rebate conditions and the proportion of effort cost allocation.