Research On Pricing And Coordination Contract In Multi-channel Supply Chain

With the deepening of the “Internet+” industry convergence,the information technology accelerated the economic transformation in China,which has put forward new requirements for business models.E-commerce has gradually become the mainstream transactions mode in the commodity market,which made the business models of enterprises have to be changed accordingly.Meanwhile,the rapid development of e-commerce has intensified the competitions among enterprises,and increased network distribution channel as well as shortened the supply chain to improve the efficiency and get close to the demand of consumers.Also,the original vender single channel supply chain has been extended to network direct channel organized by manufacturer,the entity sales channel organized by the traditional distributors and the newly opened mobile internet sales channel and other multi-channel sales trend.Consequently,facing the situation of multi-channel joint sales of traditional entity sales channels and newly mobile internet sales channels,enterprises ought to choose multi-channel supply chain to ensure their competitiveness to improve consumer satisfaction and market penetration of products.Intensive competition in e-commerce has compelled online and offline firms to upgrade their supply chain to the multi-channel,which become the main force to promote the transformation of the supply chain.The combination of traditional store retail and network direct selling has become the mainstream business model.Multi-channel construction faces the problem of multi-channel cooperation and competition,under which different distribution channel will produce different pricing strategies and coordination contracts to occupy more profit and market share.Therefore,it possesses important practical value and theoretical significant to study multi-channel supply chain pricing strategy and coordination contract.Multi-channel supply chain is a complicated system that faces an uncertain environment,which significantly affect the optimal decisions and performances of the supply chain.In this paper,industrial organization theory,game theory and optimization theory are applied to the pricing and coordination of multi-channel supply chain,which reflects the chiasmatic multidisciplinary fusion.Considering the uncertain factors such as stochastic demand,interval demand,fuzzy demand and unexpected disruption in multi-channel supply chain,this paper systematically studiesthe optimal pricing decision and coordination contract of multi-channel supply chain,aiming at the multi-channel supply chain commonly existing in e-commerce and the mobile internet.The research finds that:(1)under different market power of the decision maker,the direct selling price and additional value are steady,however,the market power always results in inefficiency in multi-channel supply chain.The greater the market power of enterprises in the multi-channel supply chain,the larger is the profit loss of the entire supply chain.(2)The optimal retail price of the multi-channel supply chain and the optimal direct selling price are not only related to market share,price sensitivity coefficient,cross price sensitivity coefficient and unit production cost of direct selling channel,but also to the upper and lower bound of the total market demand range.(3)The improved revenue sharing contract has robustness that could coordinate demand and cost simultaneous disruptions in the multi-channel supply chain,and the wholesale price is the increasing function of the demand change and the decreasing function of the production cost change.(4)The optimal price of the multi-channel supply chain that under fuzzy environment not only related to market share and price sensitive coefficient,but also to total market demand and product cost.(5)When the consumers have showrooming behavior,pricing and service providing should not only consider consumer demand and production cost,but also precisely know the service sensitivity of different types of consumers.Comparing with traditional retail mode,manufacturers could benefit from direct sale channel,on the contrast,it would be harmed by consumers' showrooming behavior,either retailers.The innovation points in this paper as follows:(1)In the multi-channel supply chain with the stochastic demand,the Stackelberg and Nash game model,which are dominated by manufacturer and retailer,are presented respectively to analyze the influence of market power on the optimal decision of the multi-channel supply chain.(2)In the interval demand multi-channel supply chain,an optimal price decision model under the integrated decision-making and wholesale price contract is proposed based on the interval optimization for the first time,and a bilateral revenue-sharing contract is therefore proposed to coordinate the multi-channel supply chain.(3)To address the situation that the demand and cost simultaneous disruptions of the multi-channel supply chain are caused by unexpected events,the integrated and decentralization game model has presented respectively,and an improved revenue-sharing contract is proposed to coordinate multi-channel supply chain.(4)An integrated and a decentralized decision game model are constructed respectively to deal with the situation that market demand and cost are both fuzzy variables in the multi-channel supply chain,and the impact of the relevant parameter to optimal decision-making is analyzed.(5)Aiming at the showrooming behavior of consumers,the optimal decision model of the multi-channel supply chain is constructed,and the influence of the showrooming on the optimal decision of the multi-channel supply chain is analyzed.