Research On Dual Channel Supply Chain-based On Powerful Retailers

In recent years, e-commerce in China has been rapid development, has graduallybecome an important form of market transactions. Online retail is becoming one of theimportant means of present and future business competition, many "e-tailers" emerge asthe times require. The manufacturer of the dual channel supply chain not only makes themarket infiltration capability has been greatly improved, but also brings transfer mode ofnew value, a large retailer WAL-MART, Carrefour, home appliance giant Suning, Gomehas started the online channel and the original single channel retailers double channelsales model. Although the direct online and traditional distribution coexist in dual channelmode has become a major feature of the enterprise marketing, but the sales channels willcompete with the traditional distribution channels, which lead to the key problems of dualchannel market: the channel conflict. In addition, some retail market power has graduallyconcentrated trend and strengthen, intensified in retail monopoly tendency under thebackground of large-scale retailers, manufacturers downstream sales channels increaseddependence, coordinate the relationship between the upstream manufacturers anddownstream large retailers to become another problem. In this paper, the differencebetween the manufacturer and the online channel is studied, and reveal the applicableconditions of double channel retailers, found that the manufacturer cannot be applied indual channel environment can be improved and the profit, the quantity discount contractcan perfectly coordinate the retailer dual channel to increase their actual value. Thecompetition in the growing industry, coordinate the retailers traditional retail and onlinedirect marketing the coexistence of two channel model, has important theoretical andpractical significance to improve supply chain performance.The paper consists of five parts, the first part is introduction. Summary ofbackground and points out the research significance, concept definition of the researchobject, and then expounds the research purpose and research methods, the main contentsof this thesis. The second part is a literature review. The type of supply chain and thecomparison choice, double channel conflict and coordination mechanism of supply chain,the retailer and other aspects of the literature review. The third part is the analysis ofmarket demand increases to retailers in dual channel mode. Retailers in the strongbackground considering opening online channels will be a new market share, with themanufacturers to double channel by comparative study, from the theoretical analysis of two kinds of dual channel mode, the reality of the existence of a large number ofdominant retailers online channel. The fourth part from the general theory of the dualchannel supply chain retailer and single channel supply chain, manufacturers in dualchannel supply chain were analyzed. Steinberg for the game from the three aspects ofsingle channel models, manufacturers and retailers of dual channel model of dual channelmodel. Retailers have been in the range of forces at different retailers and manufacturersto establish the conditions applicable to dual-channel supply chain; and to coordinate themanufacturer of dual channel and dual channel supply chain retailers use quantitydiscount contract. The fifth part summarizes the conclusions of this research.