Pricing Decision And Coordination Of Hybrid Dual Channel Supply Chain Considering Two Way Hitchhike And Return

Novel coronavirus pneumonia outbreak in China in 2020 has made the situation of "double rainbow night" in China’s consumption and retail industry prominent: the sales volume of the traditional offline channels is bleak,and the online channels have been multiplying and developing rapidly.In view of this,many manufacturing enterprises begin to build network online channel on the basis of traditional offline channel mode,and form a hybrid dual channel supply chain system with the integration of network online channel and traditional offline channel.While the integration of two channels brings great convenience to consumers,it is inevitable that there will be two-way free riding effect due to the heterogeneity of services between the two channels.Online shopping channels,because consumers can not directly perceive the quality of goods,easy to form a higher return rate.Free riding consumers will offset part of the returns generated by online channels due to offline experience.Based on Stackelberg game theory,this paper will start with a hybrid dual channel supply chain with two-way free riding and return problems,and consider building a centralized and decentralized decision-making model with two-way free riding increasing channel demand,manufacturer free riding restraining return,and return affected by its sales volume and price.Through numerical simulation,the channel preference,service level,two-way free riding and return are obtained.The impact of return related factors on equilibrium price and profit.On this basis,aiming at the adverse effects of two-way free riding and return on the profits of supply chain and the incoordination of the profits of supply chain members under different decisionmaking modes,a coordination contract model of "cross channel return + two-part pricing" is established.Through the implementation of cross channel return and two-part pricing contract,the price competition between the two channels can be effectively alleviated,the profits of both sides can be coordinated,and the Pareto improvement of the profits of both sides in the supply chain can be realized.On the basis of theoretical analysis,combined with simulation analysis,this paper provides practical enlightenment for dual channel supply chain enterprises to reasonably price and clarify the competition and cooperation between enterprises.It has a certain reference significance for the extension and application of hybrid dual channel supply chain theory.