Study On The Supply Chain's Dynamic Pricing Of Reference Price Effect Under Different Channel Style

In recent years,many manufactures have opened the direct sales channels at the low cost along with the fast development of e-commerce.The direct channel and traditional retail channel together to form a dual-channel supply chain.In addition,the price parity software appeared while the electronic commerce enterprise frequently launched price wars,so the rich price information has strengthened the reference price effect.Therefore,this paper has studied on the dynamic pricing problem of reference price effect under different channel environments.This paper based on a lot of research ab out the reference price effect and supply chain pricing theories,combined with the characteristic of different supply chain structure,established a dynamic pricing model based on reference price effect using the Stackelberg game theory.The study shows t hat the retail price and the wholesale price will finally tends to be stable after a certain trend,and we can calculate the formula of manufacturer and retailer's stable stage pricing under centralized and decentralized methods.Through the numerical analysis of the model,we found that each stage of the income is increasing function of the current reference price,and the pricing without considering the reference effect will lead to the loss of revenue to the supply chain.What's more,the enterprises should use pricing or skimming pricing strategy depends on the differences in initial pricing and the initial reference price.By comparing the gains of dynamic pricing based on the reference price effect under centralized and decentralized methods,found th at the overall income of centralized pricing is strictly greater than the decentralized pricing.This paper also established a dynamic pricing model based on the reference price effect in a dual-channel environment,the example analysis shows that the pers pective of hyperopic is better than the perspective of myopia.Through the reference price effect parameters' sensitivity analysis in dual channel environment,we can get following conclusions: the wholesale price depends on channel cross-price elasticity coefficient and the price in online sale,which will also be affected by reference-price effect indirectly;the memory coefficient and reference price coefficient affect the pricing decision and revenue with the adjustment of the initial reference price;t he initial consumer reference price and the discount factor is higher,manufacturer's overall revenue is greater.This study is not only made up for some blanks and also can provide useful guidance and reference for the supply chain enterprises' pricing strategy,which have some practical significance.