Research On Pricing Of A Company Dual-channel Supply Chain Considering Brand Competition

With the rapid development of e-commerce and logistics,more and more retail enterprises retain the orig-inal line under the channel,at the same time they increase the Internet sales channels to form a dual-channel retail supply chain business model.However,the dual-channel supply chain is not a simple accumulation of the online and offline channel,during the dual-channel supply chain model for enterprises to expand market share,but at the same time it also bring greater challenges to the operation and management of the company.On the one hand,the dual-channel supply chain inevitably brings the competition between the network chan-nel and the traditional channel,the retail enterprise needs reasonable price coordination in order to improve the overall return within the supply chain;the other hand,many new Internet brand admire the retailers'mar-ket influence wants to join their network channels for sales,so retailers need to develop a reasonable price strategy to improve their profitability in the face of competing brands.This article takes the domestic dual-channel supply chain of the famous retail enterprise A Company as the research object.Aiming at the channel conflict and brand conflict in the dual-channel supply chain of Company A,a dual-channel supply chain pricing model considering brand competition is established,and then analyzed and discussed the practical problems faced by Company A.First of all,analyzed the A Company's mobile phone products dual-channel supply chain operation status.From the pricing strategy and sales model two aspects of the comparative analysis of high-end and low-end product differences,found that there are online-offline pricing conflicts and the introduction of new network brand competition issues,the need for quantitative analysis of channel conflicts and brand competition to A Company's different types of products to bring the sales channel decisions and pricing decisions.Then,this paper establishes a dual-channel supply chain pricing model to solve the optimal pricing and expected profit function of each channel.On this basis,in the network channel to join the brand cross price elasticity coefficient,establish a considering brand competition dual-channel supply chain pricing model,to consider the impact of competitive brands on the optimal pricing and profitability of each channel.Finally,the paper exampled and analysed the high-end and low-end products.By comparing and analyzing the competitive price of competitive brands before and after the competition,it is found that the introduction of high-end brands to join the network channels can not damage the original supplier's interests with improving the profits of A Company;and the introduction of low-end products,although it can improve the profits of A Company but will damage the interests of the original suppliers.Then,selected high-end products as the object,and the influence of three factors such as price sensitivity coefficient,channel cross elasticity price coefficient and brand cross elasticity price coefficient on the profit of each party is studied by sensitivity analysis.The study found,the effect of price-sensitive coefficient on profit of company A is greater than that of manufacturer.The elasticity coefficient of channel cross price and the elasticity coefficient of cross-price of brand are all about the increase of profit of each party.This article enriches the research contents of the dual channel supply chain through the theoretical model,and also provides reference for the other enterprises to solve the operational problems.