Research On Pricing Decision And Contract Selection Strategy Of Book Dual-Channel Supply Chain

With the popularization of the Internet and the rapid development of e-commerce technology,consumer demand for e-books has been increasing.The distribution structure of dual-channel supply chains has been widely used in the book market and the competition between p-books and e-books between the channels of competition is gradually fierce.Therefore,under the dual-channel supply chain distribution structure,in order to achieve a win-win situation for all participants in the supply chain,the pricing decision-making of p-books and e-books is very important.On the basis of vertical decentralized dual-channel supply chain,Stackelberg game theory and Matlab system simulation are used to optimize the pricing decision and contract selection of four kinds of book dual-channel supply chains,which are composed of copyright contracts and supply contracts.First,the paper expounds the background and purpose of the study,the significance and method of the research,the contents and ideas of the research.Next,the paper reviews the related literature research of book dual-channel supply chain,and expounds the relevant basic theories of this paper.Then,the paper builds a book dual-channel supply chain model.Fourthly,on the basis of the case study of Xinhua Bookstore and Dangdang Networks,the paper makes a simulation and analysis on the impact of pricing decisions and two kinds of contracts selection strategies.In the end,the paper summarizes and looks forward to the full text.The study finds that,first,under the condition of any contracts in combination,the optimal pricing of p-books and e-books will both increase with the replacement rate.Meanwhile,optimal pricing of p-books and e-books in royalty contracts will increase with the unit cost of the tax increases,and the optimal price in the buyout contracts has nothing to do with the buyout costs.Next,no matter what kind of supply contracts the publisher chooses,the royalty contracts will be the optimal choice of the publisher when the unit royalty cost falls below a certain threshold,otherwise the buyout contracts will be more advantageous to the publisher.In the end,no matter what kind of copyright contracts the publisher chooses,the publisher should choose to defer the contracts when the share percentage is lower or higher,otherwise the wholesale contracts is the best choice.This paper has certain reference and guidance to the pricing decision-making and publisher contracts selection strategies of all participants under the environment of the dual-channel supply chain.