Coordination Strategy Based On Retailer’s Dual-Channels Supply Chain

In recent years, with the rapid development of e-commerce, for example, not only the emergence of a Tmall, Taobao, Jingdong other professional business enterprise, but also the traditional home appliance retail giant Suning, Gome, have also launched online retail channels, trying to grab a piece of the electricity supplier industry.Compared with professional business enterprise, these traditional retail giants rely on its brand influence, covering retail stores nationwide and logistics lines, forming a strong competitive advantage. From the supply chain perspective, the introduction of online retail channels as retailers, not only increase in market demand, but also increase the amount of orders from the manufacturer;On the other hand, because the network operating costs far less than traditional retail cost, the pricing of network is generally lower than traditional channels. Due to the presence of channel conflict, not only will depress the manufacturer’s wholesale price, but also leading to decreased supply chain profits. Therefore, coordination and pricing strategy for retailers dual-channel supply chain, get more and more scholars attention at home and abroad.Based on the above, this paper established a supply chain which consist one manufacturer and one supplier, where retailers hold the traditional retail channels and online retail channels. Respectively discussed Revenue sharing contract, Quantity discount contract, Two linear pricing contract, whether or not achieve the supply chain coordination.Due to the current study for coordination strategy of dual-channel retailer research relatively few, and only research the pricing equilibrium strategy, this paper attempts to explore the traditional supply chain coordination contract, whether or not to make dual-channel retailer supply chain to achieve coordination. By derivation of the model, this paper verifies the revenue sharing contract, quantity discount contract, two linear pricing contract enables to achieve retailers dual-channel supply chain to coordination. Meanwhile, the paper also obtained the equilibrium solution under each model by solving Stackelberg game process.