Research On Dual-Channel Supply Chain Coordination Considering Channel Power

With The further popularization of the Internet and the rapid development of information technology provide an opportunity to direct contact for enterprises and consumers,at the same time,the prevalence of e-commerce has also changed the consumption patterns of the consumer groups,online shopping has become a consumption pattern which consumer groups are increasingly inclined to,and consumption concept and demand of consumer groups which dominated by young people also changed with it,they pursue diversified and personal products and want to express their attitude,personality and other characteristics through customized products.In order to comply with this market trend towards to the future,Automobile enterprises have to change the traditional marketing channel structure to build the dual-channel supply chain network,and provide consumers with automobile customized services.The formation of dual-channel supply chain network makes the double marginalization phenomenon and channel conflict problem in supply chain management become more prominent,the difference in market position between the manufacturer and the middleman has intensified the conflict,and the time factor of order-delivery time will have a certain impact on automobile and customized automobile.Therefore,this paper takes dual-channel supply chain as the research object,through the comprehensive use of game theory,pricing theory and channel coordination theory,this paper studies the pricing decisions with different channel power structure to ensure that meet the consumers' demands while the total profit of the supply chain to achieve the best level,the relationship between the pricing decision and order-delivery time,and how to realize the coordination of dual-channel supply chain,to achieve a win-win situation for both members,so as to enhance the total profit of dual-channel supply chain.Based on the linear functional relationship between selling price,order-delivery time and product demand,the paper analyzes and determines the optimal pricing decision of dual-channel supply chain in the centralized decision-making model(C)and the decentralized decision-making model(VN/MS/RS)with different channel power structure,and analyzes the influence of time-sensitive coefficient,order-delivery time and other parameters on the pricing decision.Based on the numerical simulation,the paper also compares and analyzes the difference of the profit of each member of the supply chain and the difference of total profit of the entire supply chain in the four different game decision model(C/VN/MS/RS).Aiming at the problem of low efficiency,double marginalization and serious channel conflict of dual-channel supply chain in the decentralized decision-making model,the paper designs two kinds of contract coordination mechanisms: revenue sharing contract and price discount contract,and obtains the relevant parameters and coordination condition to realize the effective coordination of dual-channel supply chain.Finally,through numerical simulation,this paper compares and analyzes the profit of dual-channel supply chain before and after coordination,and further verifies the validity of the designed coordination contract mechanism.Then in order to ensure the realization of dual-channel supply chain coordination and the improvement of supply chain members' profits,in view of the different decision-making model,the paper puts forward the corresponding transfer payment mechanism,which is combined with the coordination contract,so as to ensure the realization of win-win situation and the coordination of dual-channel supply chain.