A Study On Pricing Strategy In A Retailer Dual-Channel Supply Chain Considering Risk Preference

With the rapid development of computer and Internet technology,especially the rapid growth of the smart mobile phone and mobile wireless network,electronic commerce experienced the rapid development in the worldwide.Because of the characteristics of unrestricted by time and space,electronic commerce is changing the thinking mode and purchasing habits of consumers,which makes more and more consumers shopping on the Internet.In the face of such situation,many manufacturers have established network marketing channel besides traditional channels,which can weaken over-reliance on retailers in the past.In order to track with current fierce market competition,traditional retailers have also opened the network shopping channels.Therefore it is an issue how to operate the dual channel,especially how to deal with conflict and pricing in dual-channel.So it is an important topic of the problem of operations management for retailers that conflicting and pricing in retailer dual channels.This dissertation takes the risk attitude of retailer in dual channels supply chain into consideration and studies some decision problems,including the conflict of interest between manufacturers and retailers in the dual-channel supply chain,and the conflict of channel between offline channels and online channel.The dissertation analyses the pricing strategy and gives research result by using mathematical model and game theory methods to solve the optimal pricing strategy of dual channel retailer,then using Matlab software to conduct example calculation and simulation,to verify the conclusions of analysis.The detailed research contents are following:(1)Firstly,it analyzes the choice strategy of retailer dual-channel.Different from most of the existing literature research on the dual-channel,this chapter discusses the problem of dual channel of retailers.With the hypothesis of the determinate market demand,this paper establishes mathematical models respectively from the traditional single channel and dualchannel,and then solve the optimal pricing strategy and their maximum profits and total profit of the whole supply chain.Through the analysis,it found that retailers established online dual-channels with certain conditions.It means that the dual-channel will not definitely enable retailers get more profits.At the same time,it found that the overall profit of dual-channel supply chain in centralized decision mode is greater than that of the decentralized decision mode.(2)To discuss the pricing strategy of retailer-dominated dual channel supply chain under risk neutral.The existing research on dual-channel supply chain mostly manufacturers-oriented,but retailers are the followers.Different from above literatures,this chapter assumes retailers are dominants and manufacturers are followers in dual-channel supply chain.At the same time,it assumes that both manufacturers and retailers is risk neutral type with the market uncertainty.Under above circumstance,the chapter established the mathematical model respectively from centralized decision-making and decentralized decision-making,using Stackelberg game model to solve the optimal strategy,and then made comparative analysis and sensitivity analysis,then got the conclusions,finally using Matlab software to conduct example calculation and simulation,to verify the conclusions of the analysis.(3)It discusses the pricing of retailer-dominated dual channel supply chain with risk averse retailers.This chapter assumes retailers are dominants and manufacturers are the followers in dual-channel supply chain.At the same time,market circumstances is uncertainty,it supposes that the retailer is risk averse and manufacturer belongs to the risk neutral.Considering centralized decision-making and decentralized decision-making,according to Mean-Variance theory,it established the mathematical model of risk preference,using Stackelberg game model to solve the optimal strategy,and then made a comparative analysis and sensitivity analysis,draw conclusions,finally using Matlab software example calculation and simulation to verify the conclusions of the analysis.