The Research On The Coordination Mechanism Of Dual-channel Conflict Under The Perspective Of Heterogeneous Products

With the rapid development of information technology and e-commerce, many enterprisesgradually began to use network marketing products, forming the dual-channel supply chain.However, once the network channel is introduced into the inherent sales model, the manufacturer isnot only the supplier of traditional channel retailer, also as its competitor. Thus the interests of theoriginal equilibrium will be destroyed, and then there will cause the dual-channel conflict. Inaddition, faced with the huge sales opportunities and attractive profits brought by e-commerce,manufacturer is not willing to give up network channel to avoid the dual-channel conflict, butconstantly search for appropriate coordination strategies to eliminate the confrontation betweenretailer and itself as far as possible, in order to realize the win-win situation. Nevertheless, the“price war" in the homogeneous products dual-channel become more and more intensified, and thedifficulty of the coordination become bigger and bigger. Under the background of the market, withthe increasingly diversified consumer demand, adjusting the product structure also graduallybecome a kind of new method to coordinate the dual-channel conflict. Given a series of complicatedsituation, this paper will analyze the inner mechanism of the dual-channel conflict, and study thecoordination mechanism of dual-channel conflict based on the perspective of heterogeneousproduct.First of all, qualitatively analyzing the possible causes of the dual-channel conflict, andrevealing that Information symmetry is the precondition of optimize operation for dual-channelsystem based on the theory perspective, rather than a sufficient condition. Moreover, channelconflict may still exist in the situation of information symmetry. And in the management practice,phenomena of information asymmetry are widespread in the dual-channel system, which inevitablylead to the imbalance of whole system. Consequently, this paper quantitatively analyzes thedual-channel conflict from the situations of information symmetry and information asymmetry, andcomparatively analyzes the system profit under the centralized control and decentralized controldecisions. And on this basis this paper suggests the inner mechanism of the dual-channel conflict,and the impact on the whole system.Secondly, from the perspective of manufacturer, manufacturer provides different products forthe traditional channel and network channel (that is, the dual-channel sales heterogeneous products).And then considering the consumer preference in the analysis of consumer demand, this paper usesthe consumer utility theory to analysis the demand in the dual-channel, and comparatively analyzesthe decisions under the situations of no consumer rebates and providing consumer rebates. And on this basis this paper uses two pricing-consumer rebate coordination mechanisms to coordinate theheterogeneous product dual-channel with consumer rebates. So as to realize the coordination ofdual-channel supply chain system, and the numerical simulation analysis verifies the effectivenessof the coordination mechanism.Lastly, based on the perspective of heterogeneous products, this paper analyzes the operationmechanism of dual-channel with the retailer as a heterogeneous product source. Furthermore, thispaper analyzes the operation performance of the whole system under the two circumstances that themanufacturer whether provides innovation compensation or not. Finally, two pricing-innovationincentive coordination mechanisms are adopted to coordinate dual-channel supply chain system,and then the system realizes the optimization operation. And the numerical simulation analysisverifies the effectiveness of the coordination mechanism.