Manufacturer’S Multi-Channel Retail Model Considering Whether There Is A Price Difference Between Channels

In recent years,the new retail model has developed rapidly,and the traditional supply chain structure has been difficult to adapt to the rapidly developing era.With the interactive development of online and offline retail channels,as well as the continuous extension of online retail channels,the supply chain network structure has gradually changed to a more complex multi-channel structure.The vigorous development of multi-channel retail structure has brought a new problem,that is,whether there is a price difference between multiple channels,which is a very important issue for both enterprises and consumers.The dual pressure from internal and external sources has greatly increased the difficulty of supply chain management and manufacturers’ channel construction.Therefore,it is necessary to study the multi-channel strategies of manufacturers considering the existence of price difference between channels,which is also a hot issue to be solved urgently.Based on the above background,this thesis focuses on completing the following research.This thesis constructs three channel strategies for manufacturers in two cases of price difference between multiple channels,namely,three-channel supply chain,twochannel supply chain,and single-channel supply chain.The three-channel supply chain is further divided into whether the manufacturer cooperates with a platform-based platform or a self-managed platform.In the two cases of price difference and no price difference between channels,the demand functions are constructed in reverse,from three-channel to dual-channel and then further to single-channel,thus linking the three channel strategies closely.Using the Stackelberg game and numerical simulation methods,this thesis calculates and analyzes various scenarios and draw relevant conclusions.The impact of service level on demand is increased when there is no price difference between channels,making the scenarios more complex but closer to reality.When considering the two scenarios separately with or without price differences between channels,the optimal channel selection strategy for manufacturer is always a three-channel supply chain with a self-owned e-commerce platform.However,when comparing the two scenarios,the optimal strategy for manufacturers is to let channels price individually or uniformly depending on the cross-price elasticity of demand between channels and the extent to which service level affects demand.In addition to this main conclusion,the paper still draws other relevant conclusions,such as the effect of channel reduction on the parameters in the demand function and the optimal decision of retailers and e-commerce platforms.