Research On Pricing And Channel Optimization Strategy Of Heterogeneous Products In Competitive Environment

With the rapid development of e-commerce,the online shopping market has gradually become larger,and direct sales channels are increasingly favored by manufacturers,but most retailers see the encroachment of manufacturers as a threat.Therefore,in order to generate more revenue,retailers in local markets will consider trying to enter other asymmetric markets to sell their products.At the same time,the increasingly fierce market competition has led to the emergence of some powerful retailers or manufacturers,forming a market monopoly.In order to consolidate their position and expand profits,supply chain members have a strong willingness to form alliances.In real business practice,in addition to choosing encroach or alliance,some enterprises also consider producing heterogeneous products with different quality or functional attributes to ease competition.Therefore,in different competitive environments,how to optimize pricing and choose channel strategies among supply chain members has become an urgent topic to be studied.Based on the above background,by constructing the Stackelberg game model,the pricing and channel optimization strategies of heterogeneous products in the competitive environment are studied.The dissertation solves the optimal decision variables under different circumstances,applies numerical analysis to study the impact of various factors on the profits and decisions of supply chain members,and mainly studies the following three aspects: firstly,the product pricing and channel optimization strategies under channel competition are studied.Based on the fact that manufacturers consider whether to open online direct sales channels to distribute heterogeneous products in order to increase sales,this dissertation studies the impact of manufacturers’ encroachment decisions under product quality differences and the distribution strategy of heterogeneous products on the profits and consumer surplus of supply chain members.Secondly,the product pricing and channel optimization strategies under the horizontal competition of enterprises are studied.Under the two differentiated markets,retailers in the local market will consider entering other asymmetric markets to sell their products in order to obtain greater revenue.The impact of downstream entry on manufacturers’ strategies was studied,while considering the impact of the substitution strength of heterogeneity on supply chain member strategies.Finally,the product pricing and channel optimization strategies under chain and chain competition are studied.Consider that in two competing supply chains,manufacturers produce complementary products or alternative products,and study how different integration strategies under supply chain competition affect the optimal decision-making of supply chain members.The findings suggest that manufacturers should balance the cost disadvantages of the encroachment with the benefits of opening up online direct sales channels to decide whether to encroah or not,and the opening of online direct sales channels will also lead to a higher consumer surplus.Both retailers and manufacturers benefit from downstream entry,and profit appreciation depends on the degree of substitutability of the product,contrary to the traditional view,when downstream entry exists and encroachment costs are low,manufacturers may be willing to encroach on markets with low demand potential.When there is vertical competition in the supply chain system and demand is replaceable,horizontal competition can improve the performance of the supply chain system;When horizontal competition exists and substitute competition is fierce,vertical competition improves the performance of supply chain systems.This dissertation studies the pricing and channel optimization strategies of heterogeneous products in different competitive environments,which not only enriches the theory of heterogeneous supply chain research,but also has certain practical significance for guiding the decision-making methods of supply chain members.