Research On Channel Decision Of New Brand Products In Dual-channel Supply Chain

It is a special period for China's enterprises that the traditional sales model is transforming to the emerging sales model.In recent years,the relevant government departments have developed a number of policies to guide and foster e-commerce in order to promote its integration with other industries.Faced with the fiery online shopping market and the government's strong support,many enterprises begin to reconstruct its marketing channels in order to adapt to changing market environment.The manufacturer's marketing channel selection is a key issue in the operation and management of the manufacturer's business.Not only confined to the physical channels,relying on the development of Internet technology,many enterprises have established direct sales platform on the Internet by themselves or relying on third-party platform to open up the network mall,which makes the manufacturer's marketing channels show a diversified trend.Different marketing channel options are directly related to the market coverage of the manufacturer's products and the level of consumer demand,thus affecting the profitability of the manufacturer,and ultimately affecting the profitability of the entire supply chain.In the context of the above,the manufacturer has developed a new product with the same use but different brand series,the product of its original marketing channel known as the old brand products,manufacturers newly developed products for the new brand products.Therefore,it is of great theoretical and practical significance to study the channel delivery of new brand products.By analyzing the brand theory and the influence of the brand on the purchasing behavior of the consumers,the paper discovers that the consumers use the brand recognition to decide their purchase behavior,and the brand recognition will be affected by the advertising factors.Thus,the paper introduces the brand recognition and the advertising factor into the manufacturer's channel selection model.By using the game theory and the optimization theory,based on single channel delivery and dual-channel delivery of the two cases,we study the optimal delivery channels and consumer recognition and advertising factors for the impact of channel delivery.Firstly,we consider the consumer brand recognition and establish a manufacturer-led dual-channel supply chain model.We solve the equation set by the Stackleberg game theory and reverse derivation method.Secondly,we introduce the advertising factors and establish the manufacturer-led channel selection model.To promote a single delivery channel supply chain coordination,the revenue sharing contract is designed,then this paper solves the relevant price parameters,demand parameters,subsidies limit and other key variables.Finally,combined with the numerical examples,the optimal delivery channels of the new brand products are obtained and the influence of the relevant parameters on the channel operation of the new brand products is analyzed.The conclusion shows that manufacturers put its new brand products by the dual-channel to get the maximum profit but when the manufacturers are confined by capacity,capital and other factors,they should use network mall to launch its new brand products.At the same time,the revenue sharing contract can effectively coordinate the supply chain when the manufacturers put new brand products by the online mall,so it is effective that manufacturer adjust the discount ratio and collect the compensation to improve the supply chain gains.The profit of the supply chain is negatively correlated with the recognition rate of the old brand.Therefore,the manufacturer can increase the advertising investment to improve the visibility of the new brand products and ultimately improve the overall supply chain benefit.