Supply Chain Multi-Channel Management And Pricing Strategy Analysis Under The E-Business Condition

E-business has received much attention from entrepreneurs, executives and industry observers recently. As information technologies develop, novel ways of business process redesign emerged, creating turmoil in the industry. Nowadays, multi-channel distribution system is becoming an important factor to enterprises. The multi-channel marketing mechanism and management methods are thus studied extensively in recent years.The thesis proposes mathematical models that combine the knowledge of mathematics, economics and game theory, and discusses the pricing problem of multiple channel management in the environment of electronic commerce.Chapter2and3discuss the online retailer’s entry conditions under equal and unequal pricing modes, respectively. Then the thesis analyzes the influence of the traditional retailers, and provides the channel conflict equilibrium solution and its expansion strategy.Chapter4presents the manufacturer entry condition in the two stage supply chain system, when the manufacturer’s online channel pricing and retailer channel pricing are equal. When online channels are involved in the competition, the thesis studies the manufacturers’three reasonable assumptions strategies:wholesale price strategy, retail price strategy and maximizing profits strategy. According to the numerical comparison, the last strategy is the optimal strategy since it can make the best total profit.Chapter4also analyzes the supply chain management in the state of emergency. In order to make the original plans and strategies to be operated smoothly and efficiently, the thesis discusses the parameters’influence on the supply chain management.Chapter5analyzes the channel conflict under non-centre strategy and the elastic demand. Then the thesis designs the revenue sharing coordination mechanism that can realize the win-win condition of the supply chain.Chapter6uses the newsvendor model and stackelberg game to get the coordination strategy, which can solve the conflict between the centre decision and non-centre decision under changing demands and changing time conditions in the production cost function. In contrast to zero-inventory and positive-inventory situation, the retailers get the optimal ordering strategy.The thesis’s contributions are focused on pricing, disruption, channel conflict conditions by deploying the theory and methods of economics, management science and game theory. The theoretical results are innovative, and have significant values in e-business applications.