The Study Of Decision-making And Coordination Of Dual-channel Supply Chain Consider Services

In recent years, with the improvement of electronic information technology and logistics distribution system,direct selling has become the main marketing tool of enterprises. When buying a product online, customers have to wait for some time to get the product, so there is some waiting cost. While customers can get the product immediately and get the seller’s face-to-face service if he buy it offline, but the online channel also can provide services for the evaluation of product information or the comparison of different products, etc. The service level has become a very important factor that influence the customer decision, company profit and marketing strategy, it also puts forward new challenges to the dual channel of the supply chain management. Therefore, how to determine the optimal level of service, the effect of the service sensitivity of the customer demand on pricing and different channel mode are the problems of supply chain managers and researchers. This paper studied the dual-channel supply chain through comprehensive application of Consumer Utility Theory, Game Theory and Optimization Theory.First, we studied a two-echelon supply chain consisting of one manufacturer and one retailer, the manufacturer produce only one kind of product. A single-channel, retailer’s dual-channels and manufacturer’s dual-channels supply chain models are established, respectively. We get the optimal decision of equilibrium under different channel models. research show, in the case of inconsistent pricing, when the online and offline channels have the same competitiveness, both the retailer or manufacturer are prefer to build their own online channel, but manufacturer’s dual-channels will get the highest profit for the whole supply chain.We also studied the channel pricing and the selection problems when the online and offline channels implement a consistency pricing strategy. Compared with the inconsistent strategy, we found that the retailer prefers the inconsistent pricing under retailer’s dual-channel, but the two pricing strategy has no difference for the manufacturer. When the manufacturer built its online channel and the two channels have the same competitiveness, the retailer prefers the consistent pricing strategy and the manufacturer’s preference will depend on the rate of channel substitutability.Then, we analyzed the problems of the optimal decision and the effect of service under the different channel models when only offline service is provided. The research indicates that when the online and offline channels have the same competitiveness, the customer’s service sensitivity have more significant impact on traditional physical channel compared with manufacturer’s dual-channels under the situation of retailer’s dual-channels.Finally, we studied the situation of online and offline channels provide the service at the same time, the research shows that the manufacturer add the online channel, with the raise of online waiting cost, the manufacturer will reduce the retailer’s wholesale price, and the retailer will improve the offline service level. In order to solve the problem of lack of coordination in supply chain, it will achieve the coordination through the quantity of discount contract.