Research On Pricing And Service Strategies Of Dual Channel Supply Chain Based On Consumer Perception

With the rapid development of the Internet and the logistics industry, more and more manufacturers open online channels, forms a dual channel sales system which includes online channels and offline channels. However,the online channel's opening leads to a target conflict and channel conflict for the retailer's management with the retail channel. At the same time, consumer shopping selection criteria have also changed, not only concerned about the price of the product, but also the level of channel services. This article chooses the product's delivery time as the key influencing factor of the online channel service level, and the retailer's out-of-stock store rate is the key influencing factor of the offline channel service level. Therefore, based on the above background, this paper focuses on how the manufacturer and retailer determine the sales price and service level of the channel in a dual-channel supply chain system, and analyzes the relevant parameter's influence on the strategic decision.This paper analyzes the influencing factors of consumer shopping perception and establishes the channel demand model based on the consumer utility theory. Firstly, the paper studies the optimal pricing of the dual channel supply chain under the centralized decision mode, and analyzes the impact of the channel service level on channel pricing and channel demand. The study found that the online channel sales price is inversely proportional to the delivery lead time, and the offline channel sales price is also inversely proportional to the order out-of-stock ratio of store; When the lead time is greater than a certain threshold, the increase of online sales prices caused by the manufacturer service level's upgrade is greater than the increase of delivery cost, and online channel demand will increase at the same time. Secondly, this paper analyzes the optimal selling price and service strategy of each channel in the decentralized decision mode by the Stackelberg game theory. The study draws the offline channel's best pricing and service level under the retailer's maximum profit, and its optimal pricing is positive proportional to the manufacturer's lead time and wholesale price, and is inversely proportional to the order outdate rate and the consumer's online acceptance;When the order out of stock rate is lower than a certain threshold, the retailer can raise the selling price within a certain range. When the rate is higher than this value, the increasing of the selling price at this time will reduce the retailer's profit. It also draws the online channel's best pricing and service level when the manufacturer is the most profitable, and its online channel product pricing is inversely proportional to the delivery lead time, and is positive proportional to the acceptance of online channel by the consumer; Manufacturer can use the number of discount contract mechanism to coordinate the two channels, so both profits are achieved Pareto improvement.At the end of this paper,we will analyze the relationship among the channel price?the service level and the profit of the dual-channel supply chain under the centralized decision and decentralized decision through the numerical analysis function of Matlab software, and analyze the impact of consumer online channel acceptance on sales price,demand and profitability of each channel.