Research On The Coordination Of Dual-channel Supply Chain Under The Influence Of Consumers' Free-riding Behavior

With the advent of the internet economy,the study on hybrid channel structure of the electronic and traditional channels has become a hot spot of academic circles.There are five hybrid dual-channels in reality.At the same time,cross-channel free-riding has an important impact on the decision making,order quantity,sales effort and the chose of the best supply chain of retailers and manufacturers.Then the hybrid dual-channel supply chain appears new features and laws about the decision making and coordination.In this paper,two questions will be discussed:supply chain modes analysis and supply chain coordination based on the cross-channel free-riding behavior.This paper will study the balance situation of the dispersion hybrid dual-channel and the inadequacy integrated hybrid dual-channel b with the benchmark model,the vertically integrated supply chain.After that,we did the comparative analysis of the three supply chain models.The results shows that:1)The brick-and-mortar retailers'best sales effort are equal in the dispersion hybrid dual-channel and the inadequacy integrated hybrid dual-channel b and are less than that in the benchmark model.2)When there is cross-channel free-riding behavior,the brick-and-mortar retailer will exert less sales effort owing to the more cost.That is,the cross-channel free-riding behavior reduces the brick-and-mortar retailer' sales effort.3)The brick-and-mortar retailers' order quantity are equal in the dispersion hybrid dual-channel and the inadequacy integrated hybrid dual-channel b and are less than that in the benchmark model.This paper introduced a revenue sharing contract in order to promote the dual-channel supply chain coordination,it is concluded that only when met certain conditions manufacturer could adjust the revenue sharing proportion of contract to in cooperation with the retailer,realize profits from both sides get Pareto improvement,achieve win-win situation.Finally this paper elaborated the practice case of enterprise using this coordination mechanism.