The Dual-channel Distribution Model And Coordination Mechanism

Entering the 21st century, with the globalization of economic and market, the product life cycle continuously shortening, consumer demand diversity, individuation,The competition between enterprises is more and more intensity. Enterprises must search for a new operation management mode that enterprises can effectively use and allocate the internal and external resources, and rapidly collect information, rapidly response to the market demand with minimum cost, thus create value for customers and acquire profits. That is the conception of supply chain managementThis paper mainly studies the manufacturer with a direct online channel contemplates augmenting the retailer, so it makes channel conflict and competition, and e-channel free rides the services of traditional channel., and customer return goods in dual-channel supply chain. The dual-channel includes e-channel and traditional channel. The supply chain has two parts: a manufacturer and a retailer. The paper focus on how the channel competition, free riding, marketing share influence the profit of channel members and how to coordinate the channel conflict, thus the conflict of between channel becomes weak and improve the profits of channel members. Moreover we analyze the consumers return policy, optimal sale price, refund and return channel. We use game theory and optimization theory to analyze these problems, then Matlab also provides detailed statistics to support the conclusion.The results shows when the service is exogenous variable, the revenue sharing contract can coordinate channels, and when the share ratio locates a certain interval, the channel can realize pareto improvement. When the service is endogenous variables, revenue sharing contract can't coordinate channels, but the three-part tariff can coordinate supply chain,; and when fix fee locate a certain range, the channel members can achieve win-win. In addition, the free riding will not necessarily damage retailers'profits; under certain conditions, the retailer's profits will be increased with the degree of free riding. when the electronic channel cost is more than retailers distribution costs, the profits of integrated distribution supply chain than independence distribution. We also compare three ways customer return and choose the optimal way.