A Study On Dual-channel Supply Chain Competition And Coordination Mechanism Based On The Free Riding Behavior Of Manufacturer-driven

With the rapid development of the e-commerce market, to gain more market share, promote the brand popularity and make greater economic profits, more and more enterprises introduced direct channel on the basis of the traditional retail channel. However, the introduction does not as simple as imagined. On the one hand, the service level of the direct channel has become a serious restriction factor for internet consumption. On the other hand, direct channel will pose a threat to retail channel and this will damage the enthusiasm of traditional channels to provide service. Therefore, How to coordinate the contradictions between channel members become the key to introduce electronic direct channel.To begin with, in order to compare with dual-channel supply chain, this article considers a single-channel supply-chain, and using the game theory to solve competition decision-making problem in the manufacturer-driven supply chain. After that, we will consider the condition of a dual-channel supply-chain. At this part, the game theory will also be used to solve competition decision-making problem, then compare the result with the single-channel, focus on the analysis of how service and its free riding influence the decision-making between different channels, and use the Matlab software to do some numerical example analysis to make it more intuitive. Moreover, based on the analysis of the former two parts, this article will put forward two coordinating strategy, one is for service cost sharing, and the other is for service cost and profit sharing, and use Matlab to compare these two strategy. Finally, after analyzing the management style B Company, this paper will suggest improvements based on the former research.