Research On Quality And Service Decision Of Dual-channel Supply Chain Based On Differential Game

With the rapid development of e-commerce and the diversified needs of consumers,many manufacturers have gradually shifted the sales method through traditional physical stores to a dual-channel distribution model that combines online direct sales and offline physical stores.The dual-channel distribution model provides consumers with different shopping channels,so that consumers can choose the right channel to purchase the required products by comparing the prices,quality,and services of similar products in different shopping channels.When multiple manufacturers of similar products are distributed through their own direct sales channels and distributed online through a common retailer at the same time,there will be product competition and channel competition in the supply chain system.At this time,how to deal with the two manufacturers Only the relationship between the manufacturer and the retailer can obtain the optimal strategy of the supply chain,so that the participants can get the most benefit.Therefore,this article discusses the quality and service decision-making of the dual-channel supply chain system composed of two manufacturers and a single retailer under the non-cooperation and cooperation of manufacturers.First,this paper constructs a differential game equation for a dual-channel supply chain system composed of a single manufacturer and a single retailer.There are three different equilibrium relationships between manufacturers and retailers: Nash equilibrium,Stackelberg equilibrium,and cooperative equilibrium.Get a balanced solution,and comparatively analyze the differences in quality input,service input,and supply chain member profit under the three equilibrium relationships.Secondly,it discusses the decision-making of the dual-channel supply chain where there are two manufacturers competing.Under the Nash equilibrium and Stackelberg equilibrium,two different situations of manufacturers' non-cooperation and cooperation are considered to construct a game model and solve it.From four different perspectives of Nash equilibrium,Stackelberg equilibrium,manufacturer non-cooperation and manufacturer cooperation,the optimal quality input,service input and supply chain member profit are analyzed.Through analysis,compared with Nash equilibrium and Stackelberg equilibrium,manufacturers and retailers are more willing to choose Stackelberg equilibrium;compared with non-cooperation and cooperation between manufacturers,retailers prefer manufacturers to be in non-cooperation.Finally,the numerical results are used to verify the conclusions.In addition,pointed out the shortcomings of this article and future research directions.