Pricing And Coordination Of Customer Oriented Dual Channel Supply Chain Operational Research

The era of e-commerce online offline development of dual channel supply chain to provide more options for customers shopping.However,the dual channel supply chain of the enterprises pursue the maximization of their own interests behavior often leads to different channels between channel members and malicious competition,coupled with the enterprise to customer demand information uncertainty problem the dual channel supply chain conflict may occur at any time.The existence of dual channel supply chain conflict is not only the benefit income of the supply chain members,but also the construction and stability of the dual channel supply chain.In the process of operation of dual channel supply chain,how to avoid the conflict of supply chain under the consideration of customer demand is the key to protect the interests of dual channel supply chain members and fully meet customer demand.On the basis of the dual channel supply chain research at home and abroad,according to the customer purchase behavior theory,supply chain theory and dual channel revenue sharing contract theory to analyze the dual channel supply chain pricing and coordination system.The types and reasons of the dual channel supply chain conflict to determine the main influence factors of customer choice of online and offline purchase channels,the customer price behavior and experience behavior is a dual channel supply chain pricing and coordination decision-making needs to consider the main factors of customer behaviors.On this basis,using the game theory method,two dual channel supply chain consisting of a manufacturer and a retailer for quantitative analysis,discuss the changes of the overall profit of centralized decision-making and decentralized decision-making under the condition of dual channel supply chain and the main chain,the conflict through revenue sharing the main contract to coordinate the supply chain,and using numerical analysis to verify,and then draw conclusions.Through the customer oriented dual channel supply chain pricing decision of the conclusion of the study,combined with the actual situation of the development of enterprises,put forward the scientific and reasonable marketing strategy,provide reference and theoretical support for the decision-making of enterprises.The main behavior of the clever use of customer online and offline purchase channel selection factors,adopt integrated dual channel supply chain members,rational decision-making,different channels of differential pricing and other measures,the effective coordination of dual channel supply chain,reduce the degree of conflict.In addition,the establishment of a reasonable relationship of contract,to achieve maximum from the long-term cooperation point of the coordinated development of the dual channel supply chain.