Research On Brand Home Textile Enterprises’Multi-channel Selection And Coordination Mechanism

The e-commerce has been both as a development platform and a means of survival and has brought new opportunities for the manufacturer in the global competition of network economy.However, with the coexistence of the traditional retail channel and the online direct channel in a dual-channel supply chain, the manufacturer both as a supplier and a direct competitor to the retailer leading to channel conflict is a core focus of the supply chain management.This paper based on the channels harmony and the profit maximization, focuses on the intrinsic relationship between the strategic pricing and the a strategic compensation and the choice of marketing channels with addition an online channel to the traditional retail channel, by adopting theories and methods of Game Theory, Operations Research, Marketing Science and Industrial Economics, At the same time, this paper also has studied how to design contracts so as to achieve the coordination and realize the win-win situation both for the manufacturer and the retailer in the dual-channel supply chain.Firstly, starting from the point of view of the supply chain channel conflict, leads to the problem of multi-channel conflict by scanning the status of the multi-channel sales model brand textile enterprises. And, respectively, from the definition, causes and coping strategies scholars multi-channel conflict. Followed by the motivation of enterprises to implement multi-channel strategy for classification as well as classified and summarized the perspective of channel selection. Last from price coordination strategy, inventory coordination strategy, information sharing coordination strategy, longitudinal the contract coordination strategy and channel rampant coordination strategy five summarizes the existing multi-channel coordination strategy.Next, we build a model in which the retailer to provide customers with sales efforts on retail channels, at the same time, manufacturers compensate its sales efforts into online and offline dual-channel supply chain. Based on the sales efforts compensation strategy, we analyse the impact of two kinds of pricing strategies to supply chain profits. Next, we analyse the impact of the two-stage game with three-stage game to the supply chain’s profit. And we also resolve phenomenon that the profits can be improved both for the manufacturer and the retailer under certain condition in the dual-channel supply chain.At last, based on the brand textile enterprises manufacturer’s best channel model and strategy, further research found that even though sales efforts compensate contract can improve the profits of the manufacturers and supply chain, but tthe retailer’s profit was decreased, lead to retailers don’t interestde in manufacturers’sales efforts compensation contract to optimize the overall effectiveness of the dual-channel supply chain. The results show that:The combination of sales efforts compensate and revenue sharing contract can not achieve coordination of the supply chain; under certain conditions, Sales efforts compensate with online and offline rebates combination contracts are able to coordinate and ensure the channel members a win-win situation; the sales efforts compensate and compensation contract can coordinate and ensure the channel members to a win-win situation.