Research On Pricing Decision Of Dual Channel Supply Chain Based On Consumer Dual Preference And Government Subsidy

In recent years,the wide application of intelligent digital products and the rapid development of modern logistics technology continue to affect the way consumers shop.Online shopping is more and more favored by consumers.Driven by this reality,many new online sales channels have been derived,resulting in the dual channel mode of "offline + online".When consumers choose between different consumption channels,they will form consumer channel preference,which will have an impact on the business process of different dual-channel modes.At the same time,product quality and safety issues have increasingly become the pain points of consumers in the shopping process,and consumers have increasingly strong preference for product traceability.In order to improve their competitiveness,many manufacturers implement related activities of traceability technology investment in the product production process,which to some extent occupies the original share of funds of manufacturers.As the macro-regulator of the market,the government can effectively relieve the pressure of manufacturers and encourage enterprises to actively invest in blockchain traceability technology through appropriate subsidies,which is conducive to promoting the sound development of the industry.Therefore,it is of great theoretical and practical value to explore the operational decision-making of the dual-channel supply chain considering the government subsidies and the double preferences of consumers,taking the different dual-channel supply chains dominated by manufacturers as the object.Based on the comprehensive application of game theory,advanced operations research,Maple solution and numerical simulation,this paper firstly considers the influence of consumer channel preference,consumer traceability preference,manufacturer traceability efforts and other factors on the dual-channel supply chain decision,and makes a comparative analysis of the equilibrium results of different dual-channel supply chain.On this basis,the influence of different government subsidies(government subsidies for technology input and government subsidies for unit products)on the dual-channel supply chain is further studied.In the same dual-channel supply chain,the equilibrium solution under two different subsidy scenarios is compared and analyzed.Finally,the case study of BOE Cloud dual-channel supply chain was carried out.The research results provide reference for the subsidy policy of relevant government departments and the management decision of dual-channel supply chain of enterprises.The main research contents and results are as follows:First of all,on the basis of considering the manufacturer’s traceability efforts and consumers’ dual preferences,this paper constructs a pricing game model of pure offline entity channels,"offline + online direct sales" and "offline + online distribution",and designs profit coordination strategies under two dual-channel structures based on pure entity channels.The research shows that compared with pure offline entity channels,manufacturers with dual-channel structure have greater advantages in investing in blockchain traceability technology;Due to the introduction of new channels,retailers in dual channels are affected by the greater competition,and their profits are always decreasing.Compared with other channels,manufacturers have obvious profit advantage in online direct selling dual channels,while manufacturers do not always have profit advantage in online distribution dual channels.Based on pure offline physical channels,the profit improvement of manufacturers and retailers can be achieved by designing corresponding coordination strategies.Secondly,in view of the lack of incentive for manufacturers to invest in traceability technology,a game model between manufacturers and retailers under two kinds of government subsidies is constructed in two kinds of dual-channel supply chains,and the effects of the two kinds of government subsidies are compared under the same government subsidy expenditure.The results show that both government subsidy strategies can effectively improve the traceability level of products and the profits of supply chain members.Under the same government subsidy expenditure,the product traceability level is better under the condition that the government subsidizes the R&D cost of blockchain traceability technology,and the manufacturer’s profit is at a low level.In addition,the subsidy coefficient of the government’s technological input is equal to half,which is the threshold value that the retailer’s profit is superior under both subsidy methods.The change of consumer’s double preference coefficient does not affect the ranking of government subsidies.In addition,the traceability level of products is negatively correlated with consumer online preference coefficient,and positively correlated with consumer online preference coefficient.However,manufacturers are limited by research and development costs and will not meet consumers’ traceability preference without restraint.The research of this paper has enriched the operational theory of dual-channel supply chain and provided theoretical reference for the pricing decision of dual-channel supply chain considering the dual preferences of consumers and government subsidies.