Research On Price Competition And Coordination In Dual-channel Supply Chain In Asymmetric Demand Information

As the Internet infrastructure improved step by step and the rapid development ofelectronic commerce, network shopping has become the first choice outside of the traditionalretail shopping way for more and more consumer. But in the Double channel supply chainwhich contains the traditional retail channel and electronic marketing channels t, due to themanufacturer is both traditional retailers suppliers and, at the same time, its direct competitors,so channel conflict caused by the double channel has recently become a focus problem.Especially in the real cases due to the different supply chain members grasp the differentmarket information, the prediction of the market demand information for manufacturers andretailers will be different, resulting the demand information asymmetry between the doublechannel supply chain members, make double channel supply chain coordination difficultyincreasing.First of all, this paper takes the double channel supply chain which contains a traditionalretail channel and network marketing channel as the research object, considering there is alinear relation between the production price and demand, study the pricing model and theoptimal profit of manufacturers and retailers under asymmetric information of the needs. Bybuilding an integrated supply chain, decentralizing control supply chain system withoutinformation sharing, decentralizing control supply chain system with information sharing, wesolve the optimal pricing of both the manufacturers and retailers, and then with a numericalcomputation example we discuss effect of changes in the variance of demand forecast on bothprofits.Secondly, When demand information is asymmetric，assuming that there is a linearrelationship between the market demand and the product price with considering the direct-salemarginal cost of manufacturer, this paper analyzed and compared the optimal pricingstrategies in the centralized decision-making and decentralized decision information sharingdouble channel supply chain coordination. From the Information sharing angle betweentraditional retail channel and electronic marketing channel, design the two party revenuesharing contract mechanism，and studies the condition of the double channel supply chaincoordination under the demand information asymmetric. Finally, further through the numerical examples are given to demonstrate the design contracts can realize double channelsupply chain coordination.Finally, when demand information is asymmetric，assuming that there is a linearrelationship between the market demand and the product price without considering themanufacturer direct-sale marginal cost conditions, this paper analyzed and compared theoptimal pricing strategies in the centralized decision-making and decentralized decisioninformation sharing double channel supply chain coordination. From the Information sharingangle between traditional retail channel and electronic marketing channel, design the pricediscount contract mechanism, and studies the condition of the double channel supply chaincoordination under the demand information asymmetric. then, further through the numericalexamples are given to demonstrate the design contracts can realize double channel supplychain coordination, At last, through case analysis verification.