Research On The Decision And Coordination Of The Dual-channel Supply Chain Under Promotion Efforts In The O2O Model

In recent years, e-commerce model has developed from C2 C mode to B2 B and B2 C mode, and its business model replace and update quickly. Today, "Internet +" has began to infiltrate into all aspects of people’s life, so a new type of e-commerce model--O2 O model arises at the historic moment. In O2 O mode, integration and utilization of resources and information of online platform and offline store enables enterprise to achieve the convergence of the Internet and opportunities for offline business to achieve convergence of the Internet and offline business opportunities and channel interoperability. Interactive promotions of O2 O mode bring more levels of consumption experience to consumers, and bring new opportunity to the development of e-commerce in the future. In this scenario, the development of dual-channel supply chain is facing new integration and overall pattern. For companies who are committed to the development of O2 O business, they will face new challenges that come from the management and coordination of supply chain.In this paper, based on the collection of electricity suppliers industry information on the basis of the actual operation of the current business case, three typical dual-channel supply chain models are studied under the O2 O model, namely retailer-owned dual-channel supply chain whose online platform is built by retailer, manufacturer-owned dual-channel supply chain whose online platform is built by manufacturer, and dual-channel supply chain where manufacturer develops his electrical business channel with the aid of the third party platform. This paper discuss will discuss the equilibrium solutions of the decision variables in the centralized decision-making and decentralized decision-making under the Stackelberg game for three supply chain models in detail, and design the two part linear contract to coordinate the retailer-owned dual-channel supply chain and the manufacturer-owned dual-channel supply chain, then analyze the effects of various parameters on the decision variables of suppliers, retailers, manufacturers and third party platforms, discuss the influence factors of channel promotion efforts and the effect of promotion effort on the interests and decisions of the members of the supply chain at last.Research shows that the size of optimal promotion efforts under centralized decision-making of supply chain will be same, however, promotion effort of online channel and offline channel are different, and show show different size relationships under three structures of supply chain in the decentralized decision-making of supply chain. In addition, two linear contract is designed to enable so retailer-owned dual-channel and manufacturer-owned dual-channel supply chain to reach a coordinated state and to achieve a Pareto improvement. In the three supply chain models, the parameters of the competitive factors will have different degrees of impact on the yield of the members of three supply chains, and promotion efforts of channel will also have a dynamic impact on the revenue of the supply chain members. Enterprises of supply chain should coordinate and configure promotion efforts of two channels, and control channel competition in the effective range to avoid excessive or moderate competition would damage the interests of members of the supply chain.