Under Electronic Commerce Environment Of Double Channel Sales Promotion Strategy Research

The e-commerce has already been rapidly developed and widely applied with the spread of the Internet around the world. More and more manufacturing enterprises(such as Lenovo and Haier) set up their own network of direct sales channels, so their hybrid channels include traditional distribution channels and e-channels. The manufacturers make the products and services meet the demand of consumers directly through the network platform. At the same time, sale effort has become a focus of research because it plays an important role for channel members in expanding the market demand and realizing the profit maximization.Strategies of sales effort were studied in a supply chain formed by one manufacturer and one retailer with the consideration of double moral hazard and spillover effect in dual-channel under Internet environment. The research contents and conclusions of the paper can be concluded as follows:1) Within the research of double moral hazard, the design of compensate contract for sale effort in dual-channel under Internet environment has been studied from the perspective of manufacturer. Firstly, the optimal level of sale efforts of manufacturer and retailer were obtained when there is no moral hazard and it can be served as a benchmark. Secondly, the contract including two parameters of wholesale price and fixed fee was designed when there is moral hazard. Finally, the conclusion was supported by a numerical example.2) Within the research of positive spillover effect, the influence of the positive spillover effect on the cooperative sales promotion was studied by game theory. The equilibrium results of Stackelberg model and Nash model were analyzed according to the different power of the manufacturer and the retailer in the supply chain, and then the optimal solution set of integrated decision and Nash bargaining result were provided. In the end, the conclusion was supported by a numerical example.3) Within the research of negative spillover effect, the influence of the negative spillover effect on the different strategies of sales promotion was studied by game theory. Combined with the numerical example, the equilibrium results of consistent strategy and inconsistent strategy were analyzed and compared with the integrated decision mode according to the difference of strategies.