Research On Pricing Strategy Of The Retailer In Dual Channel Supply Chain

As the evolution of information technology and the rapid development of electronic commerce,the traditional retail sales model has been changed quietly.Large manufacturers such as NIKE,IBM which make use of electronic commerce platform have achieved a huge success.As the representative of the traditional retailers,Gome and Suning also begin to set foot in the network sales channel.The traditional retailer take up network sales channel called dual channel retailer.On one hand,the retailer is faced with double channels on how to coordinate the channel conflict.On the other hand,the network shopping channel exists risk which will give consumers a certain sense of discomfort,this research called the discomfort is online shopping channel's immoderation.This research aims to study whether the retail should open up the dual channel,and to determine the pricing situation and related strategies after the opening of the dual channel.In the basis of reviewing the domestic and foreign research status of the dual channel supply chain pricing,this paper firstly designs and distributes a questionnaire of online shopping's immoderation,calculates five industries(clothing,electronic products,cosmetics,books,food)online shopping's immoderation,gives some advice on whether the relevant industries should open the dual channel and how to carry out the sales strategy after opening double channel.Then under the environment of the retailer in the dual channel supply chain,we consider the network shopping's immoderation,analyze four kinds of supply chain pricing decision models,calculate the optimal pricing under the different channel decision models based on Stackelberg game,we draw up three conclusions: ?Supply chain enterprises must take the strategic alliance cooperation,ensure the sustainable maximize the profitability of enterprises.?The retailer adopt dual channel price strategy is inefficient.According to enterprise's strategic transformation and development,the retailer should implement a dual channel differential pricing strategy.?The retailer's dual channel should integration development,traditional store must be shift to experience center,improving the consumer shopping experience.Finally,through the example analysis to prove Suning appliance sales price strategy is inefficient,and provide some suggestions for the transformation of traditional retail industry.