| With the rapid development of Internet, e-commerce as a advanced business model in the world scope emerged rapidly and showed vigorous development trend. In the perspective of supply chain, it is necessary for manufacturers to create a new distribution channel and implement double channel strategy, whether from the view of their own development, or from the perspective of better meeting customers’ demand.However, when manufacturers create a new channel and implement double channel strategy, they shall facesome new problems:one hand, when the manufacturer adds a new channel calling on the same customers with the pre-existing channel, competition between channels arises; On the other hand, when the manufacture distributes the same products through the two channels simultaneously, free-riding behavior based on the information can easily happen. Therefore, it is worthy of investigating how the service competition and bidirectional free-riding interact to influence members’ decisions.In order to targeting onthe research of competition and free-riding behavior in service dimension, this paper assumes that the retail price is exogenous.First of all, this paper established the single-channel supply chain and decentralized dual-channel supply chain, by comparing the two kinds of supply chain, we obtain the members’ optimal decision. Then this paper established the centralized dual-channel supply chain, by comparingdecentralizedsupply chain and centralized supply chain, we summarized four kinds decentralized dual-channel supply chain, which are related to the relative size of service competition effect and service spillover effect. Finally, in view of the four kinds circumstances, this paper puts forward a “bidirectional service cost sharingcontract”. Through researching on the contractual rules and settings, we try to motivate members to move forward to the optimal results under centralizeddirection, and try to realize the optimal supply chain as a whole. |
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