| The rapid development of Internet technology has changed the traditional supply chain model. Business and academic area focus on The management problems of double channels of supply chain in the context of e-commerce .Based on the analysis and summary the research reasult of domestic and international issues of double channel supply chain , This paper explores the price strategy of double channel supply chain ,based on the marketing demand influenced by promotion . The main contents of this paper are as follows:(1)This paper disguises how to make double chain marketing price strategies when promotional efforts only invested by retailer .Assuming the promotional efforts and market price are both affect the market demand, there are two conditions of two channels price:same and different.And researching the two channels how to implement three different coordination strategies for pricing at the case of consisitent and inconsistend market price.Setting manufacturers as a leader,retailer as a follower,building Stackelberg Game model,and analyzing the cost of retailer's advertisement how to impact the decision-making.(2)When manufacturers and retailers both pay effort for promotion,considering with promotion competitive factors,analysis the game model which set the manufacturers as leaders,retailers as followers.Studing the tow channels at the case of consistent and inconsistent market price,the optimal decision of direct sales channels and profit sharing strategy,the optimal decision of profit do not sharing.Then analyze the cost of retailer's advertiserment and manufacturer's advertisement how to impact the decision-making.Promotion is an important means to spread their products for the modern enterprise,and impact the dual-channel supply chain to coordinate work.I hope this paper can give some suggestion on dua-channels supply chain management for modern enterprise and can promote dual-channels supply chain management to be used in practice. |
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