Research On Supply Chain Pricing And Coordination Strategy Considering Media Richness Under O2O Mode

At present,e-commerce has become one of the most popular trade models in the world.Online channel consumption is not restricted by time and space which has great convenience.More and more traditional retailers have improved their business models and added online channels on the original basis.However,online e-commerce channels will inevitably have a huge impact on traditional retail models.Because of the different prices of products through online channels and offline channels,the different levels of services provided and the differences in channel preferences of consumers,the conflict and competition between the two channels have become more intense.And the problem of channel integration is urgent.A new O2 O e-commerce mode came into being.It uses the new media platform as the carrier of product information under the O2 O mode,which integrates traditional business ideas and online marketing ideas and combines the convenience of online channel consumption with the high-quality service experience of offline channels.Finally,the retailers can continuously expand existing marketing channels to realize consumption scenarios.Based on the background of the new O2 O mode dual-channel supply chain,the paper studies the secondary supply chain system composed of a manufacturer and a retailer.Among them,the retailer sets up dual-channel sales and occupies a dominant position in the game.On the basis of combing and researching relevant literature,combined with real business scenarios,considering that consumers have channel preferences,the paper uses stackelberg game method and optimization theory to solve the retail channel optimal pricing decision under centralized and decentralized decision-making and designs a new price compensation contract to achieve the overall optimal supply chain.The main conclusions are as follows:(1)Regarding the issue of channel pricing that do not consider media richness,the channel pricing strategies are affected by the proportion of consumer preference and product delivery time.The two-channel prices are positively correlated with the proportion of online channel preference users.Retailer profit is also positively correlated with product delivery time,while manufacturer’s profit is the opposite,which is negatively correlated with product delivery time.(2)Regarding the issue of channel pricing in consideration of media richness,the prices of the two channels are positively correlated with the media richness.Retailer profit first rises and then decreases with the increase of media richness.When the media richness of the new media platform is within a certain range,compared the profit of retailer who does not develop a platform is improved.(3)Regarding the issue of channel pricing coordination considering media richness,because the overall profit of the supply chain under centralized decision-making is always better than the total profit under decentralized decision-making,the implementation of price compensation can effectively alleviate channel competition conflicts.The research on supply chain pricing and coordination strategies that considers media richness under the O2 O mode proposed in the paper provides corresponding theoretical models and decision support for enterprises to implement dual-channel supply chain management.