Research On Inventory Strategy Considering Customers Choice Behaviour In O2O Mode Dual-channel Supply Chain

O2O business model is a new sales model that cover the characteristics of online and offline trading, its emergence change the existing business model, make up for the inadequacy of the traditional network channels, increase the customer experience, enhance the competitiveness of products, also change the past online contradictory situation. It added complexity to multi-channel competition and cooperation. It’s still a big problem that the new channel to adapt to the environment that the traditional e-commerce platform has great market share and certain spending habits. How to alleviate the conflict of network channel with O2 O entity channel, ensure O2 O business mode of dual channel supply chain benefit maximization is the focus of this article. Inventory is the key factor of coordination of dual channel supply chain, especially for the dual-channel supply chain coordination function.This article take a double dual-channel supply chain witch contains a manufacturer who have network channel, and a retailer who open the O2 O entity channel as the research object. First of all, based on the theory of technical task matching and relevant research analysis the main factors of customer channel choice behavior, combined with previous research indicates that the five main factors affecting the customer channel choice,customer channel preference model is set up. Secondly, built the dual-channel supply chain inventory decision-making model based on the newsboy model and choice behavior of customers, according to three different channel decision-making structures: double channel decentralized decision making, the network according to measurement, O2 O entity channel centralization decision-making, analysis of optimality. Finally, simulate of five factors influence on the optimal inventory and profits through Matlab. Network channel centralized management inventories model is optimal when consumer channel choice factor not be considered, which is consistent with the traditional inventory strategy theory. And when considering the customer channel choice behavior under the different factors and the phase of the optimal inventory model is not the same. At the same time,these factors all by O2 O entity of off-line operation situation and the marketing strategy ofthe double channels.