Research On The Pricing Strategy Of High-speed Rail Express Supply Chain Under The Dual Channel Of Retail And Direct Sales

With the rapid development of the Internet,the total amount of online shopping transactions is increasing day by day,and Internet marketing channels have also begun to become an important part of the company’s business operations.As an important part of China’s railway freight transportation,high-speed rail express has also developed rapidly.However,due to the obvious shortcomings of high-speed rail express’ s own business capabilities,its development speed is limited,and the inability to make full use of idle capacity is one of the key problems.Creating a dual-channel high-speed rail express supply chain with an online direct sales model and an offline retail model can effectively solve this problem.High-speed rail express companies and traditional express companies first sign a high-speed rail express service contract.After signing the contract,traditional express companies become offline retailers of high-speed rail express companies;their responsibility is to sell high-speed rail express services according to the sales price specified by their own company.High-speed rail express companies can also directly sell high-speed rail express services to consumers through their own network platforms.After the cooperation between the two parties,consumers can choose any of the online direct sales channels established by high-speed rail express companies and the offline retail channels of traditional express delivery companies.choose.However,with the development of the Internet and the impact of the epidemic in recent years,the number of online consumers has gradually increased,which means that there will be conflicts between the two channels due to changes in the consumer market.the focus of this article.This Dissertation firstly studies the pricing problem of high-speed rail express dual-channel supply chain based on order quantity.When the demand distribution is unknown,based on the worst case,consider the impact of the high-speed rail express dual-channel supply chain robust strategy on the profit and order quantity of the supply chain.It responds to the rapidly changing market through price changes and order quantity,and obtains optimal benefits.The two modes of centralized decision-making and decentralized decision-making adopted by high-speed rail express companies and traditional express companies are discussed respectively.The study finds that the dual-channel robust strategy solution can only make more accurate judgments based on changes in the market environment by making decisions on the needs and prices of consumer groups in a rapidly changing market environment;unified pricing in the high-speed rail express dual-channel supply chain at the same time,both parties can pursue system robustness and optimality through joint control of price and order quantity;the benefits of decentralized decision-making in dual-channel supply chains are always lower than centralized decision-making.At this time,traditional express companies must bear the responsibility of the market in terms of operation.However,in real life,the company must sign various agreements or contracts with all members of the supply chain to share the business risks caused by market uncertainties and maintain the stability of the supply chain.Then,the article studies the pricing problem of high-speed rail express dual-channel supply chain based on risk attitude.Aiming at the dual-channel supply chain system led by high-speed rail express companies,when the consumer behavior preference is asymmetric information and the channel price demand function is a linear function,the Stackelberg game between high-speed rail express companies and traditional express companies is studied.The research results show that when online direct sales channels appear,it will attract a large number of consumers who prefer online channels,which also makes the market share of online direct sales larger.Both will expand their own income by increasing the price of online direct sales.When the market share of traditional offline channels becomes smaller,traditional express delivery companies will continue to reduce prices to gain stronger competitiveness.A numerical example is used to analyze the impact of changes in consumer behavior preferences on the revenue level of the high-speed rail express dual-channel supply chain.In addition,the optimal price of offline retail channels of traditional express delivery companies is lower than that of centralized decision-making in decentralized decision-making,which indicates that the dual-channel high-speed rail express supply chain under decentralized decision-making is not optimal due to double marginality.Finally,according to the high-speed rail express supply chain pricing under robust decision-making and the high-speed rail express supply chain pricing under risk attitude decision-making,it can be concluded that the centralized decision-making model strategy results are better than the decentralized decision-making model,while the dual-channel high-speed rail express supply chain adopts decentralized decision-making can be coordinated through contracts.However,in practice,not all companies will adopt centralized decision-making.On the contrary,companies occupying leaders will adopt decentralized decision-making to improve their own income.In order to prevent followers from not participating due to low income,the article aims at decentralized decision-making and benefits from channels.From the perspective of pricing decision-making,the conflict between channels is coordinated through revenue sharing contracts,so that the respective decisions of traditional express companies and high-speed rail express companies are the same as the optimal decision for the overall revenue of the high-speed rail express supply chain system.In addition,we analyze and study the impact of the revenue sharing coefficient on revenue under different circumstances through numerical examples.