Research On Pricing Coordination Of Double Channel Supply Chain Considering Channel Cost

In recent years,e-commerce develops from high-speed growth stage into the mature period,the marginal effect reduces,and the industry began to standardize the market,open the revenue flow dividend business model.For enterprise alliances,the rise in online channel costs has become a factor that can not be ignored in the online decision-making pricing.Cooperation and win-win are the theme of the retail industry and retailer.But the channel-dominated structure directly affects the way of coordination of conflict between upstream and downstream.This paper takes into account the above two factors,from the new perspective to analyze the dual channel supply chain pricing,given the corresponding management implications.This paper establishes a dual-channel supply chain consisting of a single retailer of a manufacturer,which takes into account the online and offline channel costs.And for the different channel control ability of manufacturers and retailers,this paper divided dual supply chain into three dominant control structure,and analyze pricing decisions under different control situations.Most research results on the cost of the channel are negligible,or fuzzy processing.So this paper links the actual business case,to analyze the online and offline channel cost,classify,and establish the dual channel supply chain model considered the channel costs.One is the manufacturer-led dual supply chain model,and manufacturers have better channel control capabilities than downstream distributors;one is the retailer-dominated dual-channel supply chain model,and retailers have extensive operations both online and offline experience,firmly control the sub-categories;another is balanced circumstance.Respectively,this paper considers three dual channel supply chain model,explore the different pricing strategy.The main conclusions are:For manufacturer-led dual channel supply chain,manufacturers have strong control in the marketing channels,retailers are followers.Through centralized decision-making and decentralized decision-making we found that in centralized decision-making situation,the overall supply chain profit the most.First,the pricing and coordination are objectives of the supply chain in dual channel pricing under the centralized decision-making,and relevant theoretical basis and research results considered the cost of the price discount model,then through Stackelberg game,we calculate the wholesale price and the most excellent pricing in line with the manufacturer-led dual channel supply chain.Finally the lower the cost of online channels,the lower the best online pricing and the optimal wholesale price.For retailer-led dual channel supply chain,taking into account the retailers' strong channel control capabilities,manufacturers' responsibility for the production not directly facing the consumer,this paper designs a wholesale price strategy combined with the existing decision-making better than decentralized decision-making.The key to coordination is the wholesale price developed by manufacturer.And through analyzing the influence of channel cost and market share on the optimal wholesale price through numerical verification,this paper compares the cost of online and downstream channel of retailer,and provides the decision for retailer pricing according to channel cost and market distribution.For the dual channel supply chain with balanced control,the profit sharing strategy of fairness is adopted.This paper finds the range of the sharing factor by game analysis under the constraint of increasing the profit of both parties.Finally,the validity of the strategy is verified by numerical value.