| With the rapid development of the Internet,the enterprise marketing channels and pattern has a far-reaching influence,more and more manufacturers begin to on the basis of the existing retail channels open up the online channel,which is the way of the combination of online and offline sales.It not only can increase the benefits for manufacturers,can also take advantage of the Internet more to meet customer demands.For consumers,It is not only more than a purchase channel,but also provides convenience.But in recent years the number of online channels businesses rise,manufacturers are also facing fierce competition,how to survive and develop has become the most concerned issue.As companies increasing awareness of social responsibility,strengthen consumer awareness of corporate social responsibility,to fulfill the social responsibility has important significance to the development of enterprises,more and more companies are willing to fulfill corporate social responsibility,this is not only beneficial to the long-term development,promoting the development of the industry,and also with the change of the consumer consumption idea has increased the sales of such products,but how the corporate social responsibility impact on dual channel supply chain has become a research focus.In this paper,we take the dual channel supply chain consisting of a retailer and a manufacturer as the research object,the performance of corporate social responsibility as a global variable to consider in dual channel supply chain.we mainly use Stackelberg game and two-part tariff contract and profit sharing contract methods,which are using to study the pricing decision and the optimal level of social responsibility performance and allocation of profits and design the two contracts to approximately maximize the profit of the whole supply chain,after the enterprise fulfill the social responsibility.Firstly,the basic model is established,based on established performance of dual channel supply chain model of social enterprise,and analyzed under centralized decision optimal pricing and social responsibility performance decision,and manufacturers dominate the Stackelberg game model of optimal pricing of products,a comparative analysis of two kinds of decision of pricing and profit.Secondly,aiming at the problem of channel conflict,build a two-part tariff contract and profit sharing contract and the dual channel supply chain coordination,two kinds of coordination contract can effectively coordinate the supply chain,and ultimately achieve the centralized decision-making level,but between the two kinds of coordination are different,of which the two-part tariff contract manufacturers of more favorable,the contract to change the profit of the manufacturer is more high.Finally,through the example analysis,discussing the social responsibility of the enterprise is how to influence the two channel prices and profits,and also analyze the pricing decision based on the centralized decision-making and decentralized decision-making.The results show that the enterprises to fulfill their social responsibility will increase the profit of the supply chain,and in the centralized decision,the selling price will be with the customer for the retail channel preference decreases with increasing,and retail price will increase with the customer preference,in the decentralized decision-making,when a customer to the retail channel preference is over a critical value,wholesale price will be equal to the retail price. |
