Research On Pricing Strategy Of Dual-channel Supply Chain Based On Different Channel Structure

With the rapid development of Internet technology and the empowerment of the huge and efficient logistics network,online shopping has revolutionized the retail industry.More and more brand manufacturers use e-commerce platforms to receive orders from end customers directly and conduct direct factory sales.At the same time,a large number of retail companies have opened up offline and online channels to provide an integrated consumption experience.Facing the increasingly complex market environment,this paper aims to research the optimal supply chain channel structure and dual-channel building method,and to clarify the optimal cost strategy,pricing strategy and marketing strategy for all supply chain participants.Based on various research methods such as literature analysis,mathematical modeling,dynamic game theory and numerical experiments,this paper creates a two-tier supply chain consisting of single manufacturer and single retailer,two channel structures in which manufacturer or retailer controls the dual channels respectively,and four basic scenarios: same or differential pricing strategy for manufacturer holder,and same or differential pricing strategy for retailer holder.Using the Stackberg model constructed by economic demand function,aiming at maximizing the economic profits of the supply chain members,this paper obtains the optimal offline and online wholesale and retail prices of manufacturer and retailer when the game reaches equilibrium,consumer market demand for brick-and-mortar and e-commerce channels,and the highest level of profit that can be achieved.At the same time,according to mathematical derivation and numerical example analysis using Matlab,this thesis explains the influence of product production cost,market share,consumer price sensitivity to different channels and other parameters on the market equilibrium.This study finds that when dual channels are opened by manufacturer,manufacturing and retailing firms switch to a competition-led cooperation relationship.After omitting the steps of distribution,retail,and layer-by-layer transshipment,the manufacturer’s direct-sale channel holds obvious price advantage,and it is easy for manufacturer to attract traditional consumers to transfer to online channel,and constantly plunder the income of retail enterprise’ physical channel.Daily consumables such as household supplies,kitchen ware,bathroom ware,cleaning and care products have a high degree of standardization and single function,which are easy to occupy the online market rapidly.When retailer is the dual-channel holder,the two players maintain the pure partnership,and the upstream product supplier can benefit from the expanded overall market demand.High-value durable goods such as automobiles,furniture and appliances,high-end clothing and perfume can take the advantages of product exhibition and experience service,so as a display window for brand culture offline stores enable consumers to gain higher value perception.Brand manufacturers should take "price differentiation" as their selling point,persistently look for and replace higher quality and more cost-effective raw materials,carry out production technology innovation,control machine processing expenses and improve producing efficiency to reduce product costs and create more margins for profit.Offline retail enterprises can create "product differentiation",give full play to the unique strength of physical shopping to reach consumers directly,provide value-added services such as product introduction and experience,and organized marketing and promotion activities such as lottery and bonus points,so as to continuously optimize offline shopping experience and promote consumption.Online channel originator should utilize network platform and various tools effectively such as seller shows,e-commerce live broadcasts,and Guess You Like to improve consumers’ purchase intention,activeness and retention rate,and constantly upgrade online consumption scenarios to comprehensively promote dual channel integration and innovation.