Pricing Strategy On Dual-Channel Supply Chain With Asymmetric Information

With the rapid development of the Internet and the gradual improvement of the infrastructure of e-commerce, online shopping has become more and more consumers outside the traditional retail preferred way to shop. However, in traditional retail channels and direct sales channels coexist electronic dual-channel supply chain, both traditional retailers as manufacturers’ suppliers, but it is also a direct competitor, so channel conflict triggered by double channel has become the focus of concern. Especially in reality due to the different supply chain members to master the different market information, manufacturers and retailers to market demand forecast will be different, resulting in demand among members of the two-channel supply chain information asymmetry, often it is difficult to develop a reasonable pricing strategy. Therefore, the study of asymmetric demand information under dual channel supply chain pricing coordination is of great significance.This paper analyzes how under asymmetric demand information from a single manufacturer and a single retailer on the basis of dual-channel supply chain pricing problems in the supply chain system, the manufacturer’s location in a dominant priority determines wholesale price, the retailer is follower position to develop a reasonable price based on the wholesale cost. Building game model based on the relationship between the two, to develop the appropriate pricing strategy. Then the extended supply chain, analyzes how asymmetric information needs under a single manufacturer and two different retailers complex dual channel supply chain pricing issues. Assume that this dual-channel two retailers in the supply chain is divided into two types: the core of the strong retailers and the general weakness retailers, between these two retailers are competing relationship. Build a different game model to analyze the optimal pricing and expected profit. In the building game model, while numerical example by demonstrating the rationality and effectiveness of the use of the model.