Research On Pricing And Logistics Service Strategy Of Dual Channel Supply Chain

With the rapid development of mobile interconnection,online shopping has become more diverse than before and consumers have more and more ways to obtain products;and it is also easier to obtain product information.Therefore,consumers are becoming more strategic in the process of purchasing products.In order to meet the diverse and personalized characteristics of different degrees of preferences and needs of strategic consumers,enterprises need to constantly adjust their pricing strategy,production strategy and service strategy to strengthen their competitiveness to maximize their profits.On the other hand,to increase the competitiveness of online services and provide customers with the best shopping experience,online retailers also need to consider the sales channels of their products and the providers of logistics services.In this context,dual-channel pricing and logistics services become the focus of this study.Dual channel has become one of the most common operation schemes used by enterprises,bringing more market and profit than single channel,which also includes the logistics distribution problems after online channel purchase.Since consumers have different preferences when purchasing products,how retailers price,how manufacturers produce,and what logistics services e-retailer provide can satisfy different consumers' preferences as well as maximize their own revenue.In this context,it has become the focus of enterprises and scholars.Based on reading and analyzing the relevant research results of domestic and foreign literature,this paper analyzes consumers' preferences for different channels,different quality,different prices,different logistics services and logistics service prices,and the optimal logistics service strategies for e-commerce platform to sell products when manufacturers and retailers make the best decisions.The main research contents and findings are as follows: Firstly,consumers' preferences for channel,price,product quality and logistics service caused difference in purchasing behavior.Analyze the influence of consumers' preferences in different situations on the pricing and profits of manufacturers and retailers.Secondly,the e-commerce platform has perfect logistics service system,and the seller does not have,Whether the e-commerce platform share their own logistics services with the seller,analyze the optimal pricing,logistics service level and maximum profit under the condition of shared and didn't share the logistics service.Combined the case analysis with the numerical simulation,the results shows that: Product quality affects consumers' purchase decisions and the profits of manufacturers and retailers;the logistics sharing model is conducive to improving the logistics service,and whether share logistics service will affect pricing.Consumers' preference for logistics service level is not conducive to e-retailer's profit.