Research On Product After-sales Service Cooperation Mode Under Dual-channel Competition Environment

In the environment of rapid development of e-commerce,how online retailers achieve good after-sales service is an important issue for e-commerce in China.In this case,the thesis studies the dual-channel retail system consisting of an online retailer and an offline retailer in the e-commerce environment from the perspective of after-sales service cooperation.Firstly,the thesis constructs the profit model of two retailers under Stackelberg competition mode and Bertrand competition mode,and analyzes and compares the optimal decision price,service fee and optimal profit under the two competition modes before and after the cooperation,and proves the best competition mode for each retailer in different situations.Then the thesis calculates the total profit of two retailers under the centralized decision mode after the cooperation,and finds that these two parties can always achieve higher total profits under the centralized decision.Then,based on the optimal price under centralized decision,the thesis uses two-part tariff mechanism to achieve cooperation.It is found that,through the two-part tariff,on the one hand,the total profit of two retailers in centralized decision-making mode can be realized,and at the same time,the profit distribution can enable both online and offline retailers to obtain more profits than before and achieve a win-win solution.This thesis demonstrates the coordination effect of two-part tariff on dual channels,and it is of great significance for solving the problem of after-sales service cooperation between online and offline retailers.Furthermore,it proves that even two competitive retailers can achieve mutual win-win solution through cooperation,further enriching the current theoretical research,and also provides a good practical guide for the development and cooperation between competitive retailers.