Research On Retailer’s Pricing Strategy Of Different Supply Chain Models

With the innovation of Internet technology,the popularity of electronic commerce,as well as the rapid development of the third party logistics, the traditional supply chain structure is quietly changing:manufacturers in order to improve the competitiveness, launch a network marketing channel,and form the double-channel manufacturer.Then they can wholesale goods to retailers, meanwhile they can also direct contact with consumers, selling goods to consumers.Retailers in order to deal with the impact of the manufacturers,open the network direct marketing channels, and form the double-channel retailer mode.In such a background, we using the game theory to analyze the economic behavior of retailer. Then using the method of mathematical statistics and optimization to construct mathematical model. Researching retailers’ pricing strategy of different supply chain models.Research shows that, when the supply chain is composed of one manufacturer and two retailers,The retailers’ optimal price, maximum profits have a certain quantitative relationship with the original demand, price elasticity of demand, cross-price elasticity of demand and other factors.And when the demand is bigger, the price elasticity of demand is small, the cross-price elasticity of demand is larger, retailers should increase price, then to gain more profits.when the supply chain is composed of a double-channel manufacturer and two retailers,the retailers’ optimal price has a direct relationship with network-channel preference, cross-price elasticity of demand of different channels,and so on.In other words,the optimal price has a inverse relationship with the former and has a positive relationship with the latter.when the supply chain is composed of one manufacturer and one retailer which has the network direct marketing channel, we find that when the inventory is limited, the optimal price has a special relationship with buying rate, the market price, customers’ preferences and inventory. Furthermore, the retailer can get more profits by adjusting sales of online and offline in the dual channel.Therefore, according to the conclusions of this paper,the retailer can choose their own sales model under different situations. And from this paper, the retailer can have a general idea of the relationship among the main factors of different supply chains. Then they can set a more reasonable and exact price to get more profits.