Research On Advance Selling Strategy Considering Reference Price And Service Spillover Effect In Dual-channel Supply Chain

With the continuous integration of the Internet and e-commerce in our country,many traditional manufacturing companies are cooperating with traditional retailers while building online sales channels in order to expand sales opportunities,forming an online and offline dual-channel supply chain operation model.However,manufacturers have long relied on traditional retail channels to sell products in industries such as lenses,consumers' consumption habits have been developed,online channels still have certain disadvantages compared with retail channels.To break this situation,manufacturers have introduced advance selling in online channels to enhance their competitiveness.In this situation,the competition between channels has become more and more complicated,and at the same time,it has cultivated consumers' strategic consumption behaviors such as price comparison and free-riding.Based on the operating background of the dual-channel supply chain of lenses,this paper constructed two structures: a simple dual-channel supply chain and a dualchannel supply chain after the introduction of advance selling.The scene was divided according to whether the consumer's reference price effect was considered,and then it tried to figure out how consumers' strategic consumption behaviors affect the pricing decisions and advance selling strategies of manufacturers and retailers.The main research content and conclusions of this paper are as follows:(1)In a simple dual-channel supply chain,considering the price reference effect between channels,the utility function of consumers buying products in each channel was established,and the demand of each channel was obtained by maximizing the utility of consumers,and the optimal pricing decisions of manufacturers and retailers were studied based on the Stackelberg game.And finally with the help of Mathematica,the influence of consumers' recognition of online channels and the effect of reference prices on pricing decisions were analyzed.The research results show that the reference price effect positively affects the manufacturer's optimal pricing and expected profit,while it has a negative effect on the retailer.From the perspective of consumers' recognition of online channels,the more consumers recognize the online channels,the more they contribute to the development of online channels.(2)In the dual-channel supply chain with the introduction of advance selling,the strategic consumption behaviors of consumers were analyzed,and the reference price effect formed by the two-stage pricing and the reference price formed by the dualchannel competition was extracted.Moreover,the utility function of consumers buying products in different channels and different sales stages under two types of reference price effects was analyzed,and then the optimal advance selling pricing decision model was constructed and the coordination contract of the supply chain was designed.The research results show that the enhancement of the reference price effect will promote more consumers to purchase products during the advance selling period,eases consumers' waiting for purchase behavior,and is conducive to the promotion of advance selling through online channels.Manufacturers adopt a reasonable advance selling strategy,that is,setting a lower deposit and a higher value-added coefficient is effective to increase the market share of online channels.Two pricing contracts can weaken the double marginalization effect of decentralized decision-making,and increase the profits of all parties in the supply chain.(3)On the basis of the previous part,the free-riding behavior of consumers was considered,and the positive spillover effect of services was introduced,this part tried to figure out the influence of spillover effect on the advance selling decision of the dualchannel supply chain.It shows that the services provided by retailers can alleviate the negative impact of the reference price effect and also benefit the manufacturers.However,excessive service levels will cause high service costs,so retailers have no incentive to provide better services.Manufacturers adopting two pricing contracts can promote the benign operation of the dual-channel supply chain and the reasonable distribution of profits between the two parties.