Research On The Pricing And Warranty Policy Of Dual-channel In E-commerce Environment

With the development of the internet,more and more consumers are shopping online,enterprises are utilizing the E-commerce platform.Enterprises not only can communicate directly with customers to understand their needs,but also can expand the product impact,scope of influence and save costs on the platform.However the conflict caused by the direct channel and tradition channel which competing for the market and resources is inevitable.Therefore,it is an urgent problem that how to manage the channels in Internet age.The subject of the paper is that the manufacturers open the direct channel to sale the products.Many scholars have already studied how to make the optimal price of the product and how to coordinate the supply chain when there are two channels for the manufacturer,however they didn't take the warranty period of the product into consideration.As an important index of product quality,product warranty has been paid more and more attention by consumers.In this paper,we focus on the influence of manufacturer's direct channel on the retailer and itself with the product warranty period.Firstly,we study the situation that in order to improve confidence in the product,the manufacturer provides a warranty for the product to consumer in the dual channel supply chain.According to the price sensitivity from consumer,product warranty and acceptance of network channel,consumer utility function is established.Then,the game results of the dual-channel are compared with the game results of the single-channel with the condition that the wholesale price is exogenous and endogenous separately.The conclusion is that it is beneficial for the manufacturer to introduce the direct channel when the wholesale price is exogenous,it is not beneficial for the retailer.As to the situation that wholesale price is endogenous,Whether the manufacturer and retailer profit is related to acceptance of online channels of consumer.At last,we analyze the effect that the different game strategies between manufacturer and retailer on themselves with the condition that the manufacturer and retailer both provide the warranty period for the products and it is the same degree of the acceptance for customer to the dual-channel.The conclusion is:it is not beneficial for retailers to provide products for the warranty,consumers always want manufacturers to introduce direct channel,and consumers benefit most when manufacturers and retailers cooperate together.According to the economic fact,we introduce the perception of product warranty period for consumer and expand the research of manufacturers dual-channel.Achievement obtained form the research is of value for the enterprises,which can improve the competitiveness of enterprises.