Research On The Pricing Strategy Of Dual-channel Supply Chain In The E-business Environment

As the national strategy of "Internet +" and "the Belt and Road" are put forward,manufacturing and retail enterprises run into new development opportunities.They will enter the period of rapid development.Within the brand new environment,there is a trend that the manufacturing enterprises start to open proprietary e-commerce platforms.Meanwhile,most of the companies begin to construct multifunctional offline product experience shops.At the same time,the traditional offline retail companies promote online sales with constructing online sales platform or settling third-party online sales platform.However,even if the traditional retail companies can successfully transferred into double-channel retail companies,they still can't stop the extrusion effect causing by the strong intervention of manufacturing enterprises.Therefore,with constructing the double-channel sales model of manufacturing and retail enterprises as well as the profit model of supply chain/manufacturing and retail enterprises,this paper researches the advantages and disadvantages caused by the reality that if the manufacturing enterprises open the double-channel sales,basing on the cooperation and competition relationship within manufacturing and retail enterprises during double-channel supply chain.Firstly,the optimal pricing and maximum profit of manufacturers and retailers under different relations and circumstances are studied through Stackelberg Game Theory.Secondly,calculate difference.Compare the optimal online/offline/double-channel pricing of retailers under different circumstances and different relations and analyze the range of requirements proportional parameters from different channels.Then,discuss the effect of supply chain/manufacturers and retailers from different channels' requirements proportional parameters through the numerical example comparing.State the reasons and results.In the very end,the paper studies the revenue-sharing contract within the manufacturers and retailers.To be sure about the best revenue sharing ratio,we should rely on the revenue sharing ratio of manufacturers and retailers.With the help of the best revenue sharing ratio along with reference values from other models,we can find out their best online-offline pricing.The final results show that manufacturers can raise the whole profit of manufacturers/retailers and vertical supply chain with opening the double-channel sales under a certain of revenue-sharing contract.