Research On Dual Channel Pricing And Coordination Of China 's Entity Retailers

With the development of Internet technology, electronic commerce is gradually applied to every corner of the People’s Daily life, it has played an increasingly important role in the economic society. E-commerce has not only changed people’s consumption habits and behavior, but also has had a profound effect for retailers and manufacturers to increase sales channel to a certain extent. In the case of China’s overall economy slowing,our traditional entity retail industry is not only affected by external constraints, but also by the impact of the rapid development of online retail channels, In this case, the manufacturer who has cost advantages and technological advantages, have established the network channels, and in order to expand market share,retailers have also set up the network channels. This article is mainly based on the double channel retailer as the research object, analysis the behavior of each decision-making in supply chain system, the content includes three aspects:Firstly,we analyzed the decision-making behavior of manufacturers and retailers in the a single traditional entity mode,by analysing of the equilibrium solution under centralized decision-making and decentralized decision making, we expounds the effect of double marginalized phenomenon,to lay the theoretical foundation for later study on the model of double channel retailer.Secondly, To only retailers open network channels as the research topic, through the establishment of manufacturers led by Stacklberg game model, Comparing analysis the equilibrium solution under decentralized decision a single entity channel mode with traditional retailers to establish network channel mode, it is concluded that the pricing strategy of manufacturers and retailers, On this basis, by analysising of the equilibrium under centralized decision-making and decentralized decision making, it is concluded that there is also a double marginalized effect in double channel of retailers which only retailers set up network channel, it can eliminate the double marginalized utilityby design revenue sharing contract coordination mechanism, then make the manufacturers and retailers of decision-making under centralized decision-making level, the whole supply chain system obtained pareto improvement, and through the case analysis to verify the model is feasible.Lastly, To both retailers and manufacturers open network channels as the research topic, analysis pricing strategies and coordination mechanism.This study has practical significance for the development of double channels, but also enriched the study of the theory of the dual channel supply chain model.