Study On The Channel Selection And Strategy Of The Retailer Under The E-commerce Environment

With the progress of science and technology, network had integrated into the daily life and work, tremendous revolutions took place in the mode of operation of the retailer, e-commerce began to mature. In order to obtain a larger market and more profits, more and more traditional retailers began to develop the network channel with the continuous improvement of the e-commerce market. However, traditional retailers who open online channel also face a lot of problems.Firstly, According to the research literature review and expert interview, identify the key issues. Based on the previous studies, proposed the retailer channel selection influence factors, carried out qualitative analysis based on interpretative structural modeling, and constructs the hierarchical structure of the factors that affect the retail channel selection. From these factors step wise analysis, for the retailer channel selection design in theory provides the logic, and constructed the hierarchical structure relationship of influencing factors of retailer channel selection to provide logical ideas in theory for retailer channel selection.Secondly, in this paper, on the basis of predecessors’ researching, we build the utility model of dual-channel and pure channel retailers at the perspective of consumer utility. This paper applies a two-stage game model to study the pricing strategy of multi-channel retailer. With the popularization and deepening of electronic commerce, the double channel retailers’ profits will continue to increase or remain unchanged.At last, this paper is concerned a one-retailer-one-consumer chain, we constructs the dual-channel supply chain demand model of the retailer with the strategies of channel integration and channel separation separately, analyzes the optimal profit depend on major factors including retail price sensitivity, the level of service sensitive and the retail services cost coefficient, at the same time, using numerical example to simulate the model, study the dual-channel retails’ selection of the channel strategies.