Dual Channel Supply Chain Pricing And Coordination Strategy Research Based On The Reference Price

The network has penetrated into all aspects of life in mobile Internet era.Enterprises can easily introduce e-commerce channel into operation.Consumers can also quickly got related commodity and service price information through Internet,which will forming psychological reference price that influence purchasing decisions.While,it also intensified the competition between the network channels and traditional retail channels,making the dual channel supply chain pricing strategy and coordination becomes more difficult.This paper considers a dual-channel supply chain consists of a supplier with a direct online channels and a retailer with a traditional retail channels into study.We analysis pricing and coordination strategies in dual-channel supply chain based on the effects of reference price,the way to the analysis is the use of model analysis and simulation cases with classical game theory,information economics,mathematical modeling and optimization of coordination theory.First of all,the dual-channel supply chain model were analysised under the surely reference price information.We build a dual-channel supply chain demand model based on the reference price,seperately study the optimal pricing decisions under centralized and decentralized decision mode,and analyzes the effects of reference price on suppliers and retailers pricing strategy.Based on the analysis,we build an order transferring contract to research the supply chain members' optimal pricing decisions under contract.Through the comparison between the decentralized decision and the cooporation contracts decision to achieve the coordination conditions of dual-channel supply chain.Besides,we use numerical example studyed the sensitivity of reference price,which is further studied the effects of the reference price factors on the supply chain as well as the distribution of profits and pricing stagetics.Then,we studied the dual-channel supply chain model based on uncertainty reference pricing information,both supplier and retailer can make pricking decisions only through the forecast of reference price.As previous study,we built a centralized,decentralized pricing decision model with sharing and not sharing information model,and the optimal pricing decisions and profits for different model were given.Meanwhile,we analysised the effects of reference price prediction error on suppliers and retailers profits through numerical example.And based on the above analysis,we introduce the revenue sharing contract coordination mechanism into model.First of all,introduce revenue sharing contract into dual-channel supply chain decentralized decision model with information shareing,obtained the coordination conditions,and proved the supply chain members are able to achieve Pareto improvement under the contract mode.Finally,verified the revenue sharing contract mode was do able to achieve dual-channel supply chain coordination and supply chain members can reach Pareto profit improvemnt through a numerical example analysis.