Research On Coordination Mechanism In Retailer Dual-Channel For Electronics Products

In the electronics industry, the e-commerce channel is becoming an increasingly important sales channel. Therefore, many traditional retailer consolidate the dominant position, began to accept the network channels and traditional physical channels coexistence of dual-channel strategy, a new mode of dual-channel retailer. This paper studies the coordination problems of retailer dual-channel mode when retailers early to establish the e-commerce channel.The research of retailers dual-channel is different from the traditional dual-channel research. The traditional dual-channel research describe the problems of manufacturer online channels and retail offline channel coordination, but retailer dual-channel research the situation of an online-and-offline retailer channel coordination. Dual-channel retailers as a retail whole, can contact more potential customers, but at the same time it has introduced more management thinking. The traditional entity retailers become dual-channel retailer though adding e-commerce channel. Dual channels are always in competition relationship, even if the dual-channel is belong to one retail union. At this point, the dual-channel retailers face horizontal conflict problem. If the retailer does not control horizontal conflict effectively, it will form a vicious competition, and greatly damage the profit of the retailers. Marketing channel is composed of many companies which pursuit of self-interest maximization, and these interests always mutual competition and conflict between channel members, so they will often couse the vertical conflict.According to the channel conflict problem, and based on the previous studies, the paper research from the following five aspects:First of all, the paper summarizes four characteristics of the retailers dual-channel from the theory study:product homogeneity, delivery diversity, security integration, and channel conflict.Secondly, in view of product homogeneity, the paper further analyzes the inventory strategy shows that stock sharing mechanism compared with independent stock mechanism, can effectively reduce inventory. It indicates that the stock advantage of dual-channel mode.Thirdly, according to the characteristics of the retailers dual-channel conflict, this paper put forward pricing as the research object, and analyses the success of price discrimination from the market characteristics, retailers characteristics and product features. According to these success conditions show that the electronic product is suitable to use price discrimination, so as to coordinate the dual channel conflict, and enhance retailers’ profit.Fourth, dual-channel retailers’ entity channels and e-commerce channel exist horizontal conflict. The paper use sales effort compensation incentive mechanism to coordinate conflict. E-commerce model in preliminary stage need to input lots of manpower and financial investment. Therefore, the entity channel gives a certain proportion of compensation to e-commerce channel, for helping e-commerce channel development. The research of retailer dual-channel horizontal coordination shows that, reasonable pricing and sales efforts compensation from entity channel to e-commerce channel can increase volume, reduce risks, optimize sales structure and coordinate horizontal channel conflict.Fifthly, the dissertation uses revenue-sharing contract to coordinate the conflict between retailers and suppliers. Using the contract is now widely adopted to solve the vertical conflict between retailers and suppliers and make the profit of whole supply chain realize optimization. The dissertation uses revenue-sharing contract that retailers will give part of his income to suppliers in return of lower wholesale price to coordinate the vertical conflict. The study showed that after using the contract the profit of whole supply chain rises and the profit of retailer and supplier also rises.