A Study On The Price Decisions Of The Dual-channel Supply Chain

In 1990s, the E-commerce appeared and brought a revolution to the supply chain. Consequently, the traditional direct marketing could not meet consumers' various needs, meanwhile, the E-commerce brought a direct market to enterprises, and changed the structure of traditional supply chain, so dual-channel supply chain was introduced, Then lots of issues came out with its development and optimization. The dual-channel supply chain has two strategies for making decisions:centralized dual-channel supply chain and distributed dual-channel supply chain. With various demands and fierce competition, both of the two strategies face with many problems, such as pricing etc.Based on the literatures at home and aboard, the main contents of this thesis were established.1. Use the game theory to model and analyze the coordination progress of the original centralized dual-channel supply chain. Based on this, we analyze all members in the supply chain's decisions if the manufacturing cost is changed. In the optimal progress of the concentrated and distributed dual-channel supply chain, calculate the coordinated prices of suppliers and distributors separately if manufacturing cost is increased or reduced, then fix the optimal number of products that suppliers should manufacture for distributors and themselves, and find out the range of manufacturing costs once the original coordinated strategy is changed.2. From thinking about of consumers' meet, we analyze all members' pricing-decisions in the supply chain. In the centralized dual-channel, because of the nonlinear profit equation, we use K-T to solve them. In the distributed dual-channel, supposing of some conditions, we analyze all members' pricing-decisions in the supply chain.3.Taking in retailers' services, analyze the parameter measures the efficacy of the retail services in stimulating demand,the cost effectiveness of retail services, the intensity of the dual-channel competition with supply chains' members concentrated and distributed dual-channel supply chain, then get their communications.The calculations in this thesis is realized by Mathematica5.0, which has significant meaning for enterprises to choose the right supply chain strategy with E-commerce, and which also plays an important role for suppliers and distributors in fixing distribution quantities and pricing.