Game Analysis On Cooperative Pricing Strategy Of Dual Channel Supply Chain With Channel Preference

The rapid development of online shopping is profoundly affecting the consumption habits of consumers,in 2015,the scale of online shopping in China reached 3.8 trillion,accounting for the total retail sales of consumer goods in 12.6%,an increase of 2% compared to 2014.According to the forecast of iresearch.cn,by 2018,the scale of China's e-commerce market transactions is expected to reach 24.2 trillion.Under this circumstance,more and more manufacturers choose to operate dual channel mode,which ensure consumers more channel choices.However,the operation of dual channel mode faces a lot of problems,the price war is a typical representative of the channel conflicts which can be blamed on the lack of feasible pricing strategies.As consumers have more shopping channels,consumers show a preference for specific channels.At the same time,not all of the goods are suitable for online sales.Considering these factors,based on the centralized dual channel supply chain model and starting from the viewpoint of pricing,this paper aims to find the optimal pricing decision in dual channel supply mode to coordinate channel conflicts.Firstly,in consideration of consumers' channel preference and the product's suitability for online channel,this paper builds a Stackelberg game model and obtains the Equilibrium solution of channel prices.From theoretical analysis,the results indicate that: Not all product are suitable for internet channel and the standard can be quantified.And Manufacturer's payoffm?? is a monotone increasing function of ?,and reach its highest value when ?(28)1.Then,under the condition of channel integration,a two channel model of service cooperation and order transfer mode is constructed respectively to gain the equilibrium solution of these two modes and the method for determining optimal order transfer rate.Finally,the numerical analysis is carried out by MATLAB to verify the proposition in this paper.