Research On The Pricing Decision And Coordination In A Mualti-channel Supply Chain Under Different Channel Power Structure

With the rapid development of E-commerce, Internet as a new sales channel will play an increasingly important role in the supply chain system, each member of the supply chain system are facing new challenges such as diverse range of channels, channel competition and channel conflicts. In order to obtain the advantages of E-commerce, each member of the supply chain system urgently need to planning for their new marketing strategy and management.Taking into account that the quantitative existing research of coordination mechanism between manufacturers and retailers mainly come from the traditional supply chain cooperation mechanism, which have no consideration of the cooperation and competition caused by manufacturers and retailers in the multi-channel supply chain, and its direction is not very clear, its implementation effect is not ideal. To solve this problem, this paper considered a combination of dynamic game theory and the theory of supply chain coordination contract, in coordination with the dual constraints of channel coordination and each member maximize their profits, from the conflicts between traditional retail channel, electronic retail channel and direct sales channel to study pricing and coordination problems under different conditions of channel power equality and inequality in multi-channel supply chain. After identifying the key factors of channel conflict, the paper then get a revenue sharing contract coordination mechanisms. Finally, the paper also introduces numerical analysis of the paper and the correctness of the results of the analysis were demonstrated.The results of the paper show that because of the effect of double marginalization, both of equal and unequal channel power in multi-channel supply chain, decentralized decision-making model’s and price following decision-making model’s profit were lower than centralized decision-making model’s profit; the use of revenue sharing contract coordination mechanism not only take into account the interests of all members of the multi-channel enterprise supply chain, but also improves the interests of the entire supply chain system, finally it also achieved the perfect coordination of multi-channel supply chain.