| With the rapid development of the Internet, more and more manufacturers begin to pay attention to establish direct sale channels on the basis of the existing traditional retail channels for meeting consumers demand and obtaining a greater market share.Manufacturers sale products by the retailer to maintain the traditional retail channels,weakening control capabilities of traditional retailers by creating the direct sales channel.In this supply chain, the competition between the two sides is inevitable. How manufacturers to determine pricing and service strategy and a reasonable service cooperation coordination mechanism is becoming an urgent problem. For a single manufacture and a single retailer dual channel supply chain, it uses Dynamic Game to discuss the pricing strategy and coordination mechanism of the two sides in cooperation.Firstly, it reviews the research status domestic and foreign on issues about channel selection, pricing decisions, service management and channel coordination mechanisms,introduces the knowledge of game theory and four typical dual channel supply chain.Secondly, it analyzes the service issues related to dual-channel supply chain, and discusses the basic pricing models and common coordination mechanisms based on service level, and determines the research issue in this paper.Thirdly, for the dual channel supply chain of a single manufacturer and a single retailer, it uses game theory to analyze the pricing issues affected by service level. By constructing the profit maximization model, it obtain optimal pricing and service strategy.it use the matlab numerical example to verify the conclusions.Finally, it discusses the possibility interval of cooperation between manufacturer and retailer(the Pareto interval of the service level in price-sensitive market). It builds the coordination mechanism model of the manufacturer and retailer to achieve win-win situation, and analyzes its effectiveness. |
PDF Full Text Request